Emergency services are at the scene of a crash on State Highway 5 and Tutukau Rd.
Sergeant Phil Wilkinson said he understood that a camper-van and a rental car were involved.
A Rotorua Daily Post photographer, Ben Fraser, at the scene said there were two fire trucks and three ambulances present.
He said it looked like the crash happened on the bend just before the bridge.
Mr Fraser spoke with a tourist couple from Melbourne who were heading south and were involved in the crash.