People remain unaccounted for after a slip hit a holiday park in Mount Maunganui this morning - with authorities saying the total number is in "single figures".
Emergency services were called to Beachside Holiday Park on Adams Ave just after 9.30am, after a landslide hit the site.
Speaking to media this afternoon, Superintendent Tim Anderson said police could not say exact figures of how many were unaccounted for, but confirmed it was "single figures".
"I can't be drawn on numbers, but it is possible we could find someone alive," he said.
Fire and Emergency NZ commander William Pike described the ongoing situation as a "rescue operation".
"This is an active and evolving incident," he said.
He said urban search and rescue teams were on site, and taking a careful approach to ensure the "best possible outcome".
Asked whether anyone had been rescued from the landslide, Pike said "No, we haven't rescued anyone at this stage".
Minister Mark Mitchell said emergency services had spoken with family members of some who were unaccounted for.
"We are still in response mode and that includes the tragedy that has unfolded behind us in the last few hours," he said.
It included the parents, and husband, of people currently missing.
Hato Hone St John responded to the incident with eight emergency vehicles, including a helicopter, four ambulances, one rapid response unit, and two operations managers.
Australian tourist Sonny Worrall said he was swimming at the hot pools at Mount Holiday Park when he witnessed a large landslide. (Source: 1News)
The campsite was evacuated, and emergency services remain on site to locate people in the area.
Tauranga City Council said the incident was an "evolving situation" and said it was "on site working with emergency services to gather more information and provide support."
"Our campground staff are prioritising working out which campgrounds sites have been affected.
"We ask that the community please stay away from the area, including any customers who have a booking at Mount Holiday Park."
Australian tourist Sonny Worrall, 17, told 1News he was swimming in the hot pools at the time of the landslide.
"I looked behind me and there was a huge landslide coming down." he said.
"I was fearing for my life. I had to jump out of my seat as fast as I could and just run."
Worrall said he witnessed people screaming and running from the campsite, and that it "all happened in a flash".
"It was the scariest thing I've ever experienced in my life."
MP for Bay of Plenty Tom Rutherford said online that caravans, the toilet block, cars, and tents at the Adams Ave address have been affected.
"Please keep those impacted in your thoughts. Avoid the area to allow responders clear access."
The campground would be closed until further notice. Members of the public have been advised to avoid the area.
States of Emergency remain in place for Northland, Coromandel, Tairāwhiti, Bay of Plenty and Hauraki, following severe weather overnight.
Follow 1News' live updates on today's weather here
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