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This paper aims to explore how service quality mediates the relationship between emotional intelligence and non-financial performance in Zimbabwe's tourism centres.  The study further examines the relationship between emotional intelligence and non-financial performance of tourism centres in Zimbabwe. Furthermore, the paper investigates the relationship between service quality and non-financial performance of tourism centres in Zimbabwe. Using a positivist paradigm, quantitative methods, and a sample of 549 respondents, data were collected via self-administered questionnaires and analysed with SPSS 29 and Amos 24 software. Main findings of the study demonstrate that  (i) emotional intelligence significantly enhance non-financial performance of tourism centres in Zimbabwe (ii) service quality has a statistical significance impact, but it negatively correlates with non-financial performance of tourism centres and finally (iii) service quality does not mediates the relationship between emotional intelligence and non-financial performance of tourism centres in Zimbabwe relationship. These findings imply that managers should prioritise emotional intelligence directly rather than relying on service quality improvements alone. Policy recommendations include enhancing human capital, encouraging financial institutions to support tourism ventures, and integrating emotional intelligence and service quality into training curricula to foster better performance across Zimbabwe’s tourism sector.