Direct coach service company ManaBus.com is offering stronger links to and from Rotorua - and better prospects for local drivers.
Company chief executive Geoff Norman said there was a gap in the market for an affordable, quality, direct service to other regions and the main centres of Auckland and Wellington.
"Now the rest of the country can have accessibility to Rotorua both as a destination and a through route. It will be easier to get to Auckland for domestic flights, if they have bought a cheap airfare you can also save in the bus up to Auckland."
Rotorua Visitor Centre and i-Site manager Graham Brownrigg said the new service should increase visitor numbers to the city.
"The company will be operating a different timetable from the other companies which will appeal to many people, and their new double-decker buses should also prove popular with travellers.