Doug Tamaki's family and friends have gathered to say their final goodbyes to the man who had loomed so large in their lives.
Mr Tamaki, 56, died on Saturday after suffering a major heart attack at his Mount Maunganui home on Thursday.
The innovative and inspiring tourist operator developed and operated the award-winning Tamaki Maori Village near Rotorua with his older brother Mike.
His funeral was held at Classic Flyers Museum in Tauranga today.
It was in 1989 that the brothers "rocked up" on their Harley Davidsons to try to convince a bank manager to give them a loan to set up their new tourism enterprise.
After being turned down, Mike said he persuaded his brother to sell his motorbike, and they bought a 16-seater mini bus and never looked back.
In a fitting tribute, Bishop Brian Tamaki, riding a Harley Davidson, led the convoy of hundreds of motorbikes in front of the hearse carrying his younger brother's coffin.
A waiting kapa haka group from Tamaki Village Tours performed a rousing haka as Mr Tamaki's coffin was carried into the museum.
Mourners came from all walks of life and from far away to say farewell and support Mr Tamaki's widow Katie, their four children and the couple's mokopuna.
Among the estimated 2000 mourners were Waiariki Labour candidate Tamati Coffey, NZ First MP Clayton Mitchell and members of the Hauraki chapter of the Patriots Motorcycle Club.
Bishop Tamaki said he and the family were still struggling to come to terms with his baby brother's sudden death.
"It's been a terrible shock to us all ... My little brother Dougie was an amazing man who touched so many people's lives, many more than I even realised. Given the size of the crowd, it only reinforces to me how well respected and how loved he was."
Lots of laughter and many tears flowed as Bishop Tamaki, and brother Mike shared anecdotes about their early days growing up with their younger brother.
"Doug was always good at one-liners, and he was the ultimate magician in terms of turning one sentence, which would start out good, into something great and hilarious."
Mike said just as he and "Dougie" had drawn up their plans to launch Tamaki Tours on a piece of tissue paper, he had written a few thoughts about his baby brother on a tissue, which he later used to wipe away some tears.
"I still cannot believe that he has gone, and still half expect a call from Doug asking me to come over for a cup of coffee," he said.
"We had a dream together, no money, and many, many people told us we couldn't do it. But for years we worked so hard and got there in the end and achieved that dream.
"We did it Doug, and your legacy lives on into the future. Tamaki Tours. We did it."
Mrs Tamaki and her four children spoke about the man they adored, who had "lived life to the full" and shown a huge capacity to share his passion for life with others.
"Doug was a true friend to all, and he had an unquenchable capacity for all people ... He was such an unpretentious and real person, so positive, fun-loving, courageous and fearless."
One of Mr Tamaki's daughters, Taiwa, spoke warmly of her much-loved father.
"I don't know what to say; this is all pretty unreal. I'm still a bit numb to this reality.
"I feel lost without dad ... but I have so many amazing memories," she said.
Sons Ethan and Tawera said their lasting wish was to make their father "proud" by following his example of how to live life and treasure every precious moment.
The huge convoy of motorbikes led Mr Tamaki through Mount Maunganui to his final resting place at Tauranga Cemetery.