Mount Maunganui was abuzz with early-risers, and eager individuals and groups scaled Mauao for the best views.
A group of ocean swimmers set off from Mount Main Beach and kayakers hit the water under a stunning sunrise.
Ahead of the arrival of the Ovation of the Seas, data from the Ministry of Business, Innovation and Employment and Statistics New Zealand showed the Bay of Plenty received the second highest cruise spend in the country for the 2016/17 season.
The region accounted for 20 per cent of New Zealand's total cruise expenditure.
Cruise passengers spent $59m in the Bay of Plenty region in the 2016/17 season, the MBIE and Statistics New Zealand Tourism Satellite Account data showed.
That is 20 per cent of the total national cruise passenger spend - $306,464,000.
According to the data, the Bay of Plenty's cruise passenger economy is second in the country behind Auckland's.
It is ahead of all other New Zealand port destinations by at least $31m.
Tourism Bay of Plenty chief executive Kristin Dunne said in a press release that Lyttelton, Wellington and other cruise destinations have recognised the country's "fastest growing tourism market" and are heavily investing.
"The Bay of Plenty's proposed $5m facility is urgently needed. We are determined to deliver on the industry's need and the community's wish to build a Hub fit to welcome our visitors.
"Tourism in the Bay of Plenty needs careful management to ensure it provides what is best for both visitors and the community, and this cannot be achieved without providing appropriate infrastructure."
The data showed Dunedin received $28m in cruise expenditure, Canterbury $26m and Wellington $25m.
Tourism Bay of Plenty and Tauranga City Council continue to seek the additional $1m of funding required for the new Regional Cruise Gateway and Welcome Hub, the press release from the council-controlled organisation said.
"The $1m required would enable the proposed iconic facility to be built."
Tourism Bay of Plenty said it would be using the Tourism Satellite Account data to measure cruise passenger expenditure moving forward.
"The statistics are the first to officially measure credit card expenditure by cruise visitors to New Zealand.
"The cruise expenditure accounts for shipping agent, providoring (ship supplies), bunkering (fuel), shore excursions, and ground spend."
Cruise passenger spend in the Bay of Plenty has grown 15 per cent and 20 per cent year on year for the past two years, the statistics showed.
There will be 113 cruise ships visiting the region next season - a 39 per cent rise from the 83 ships expected to arrive this season.
Those 113 ships are set to bring 235,500 passengers and 102,100 crew.
"This growth represents a significant economic opportunity for the community to maximise; however, the logistical issues that come with it need to be managed," the Tourism Bay of Plenty press release said.