The overarching message from Rotorua's accommodation providers this New Year's period is 'get in quick'.
With so much to offer, Rotorua is a popular destination for tourists from New Zealand and abroad, which has seen accommodation bookings soar.
Accommodation websites www.booking.com and www.expedia.co.nz both show for the dates December 30-January 2 Rotorua is 90 per cent booked out.
Tourism Industry Aotearoa regional chairman for Rotorua hotels Blair Chalmers said December had been a good month, as it was most years.
"We've been lucky because at times it does depend on the weather each year and obviously, with this weather, we've been really fortunate. Without talking to everyone I would suggest everyone would be up in occupancy slightly," Chalmers said.
He said "everything is pretty full" until about January 5.
"Obviously it's a tourist destination, so we're doing our normal wholesale business through this period, then there's the domestic market on top of that. Traditionally Rotorua is a holiday place for Kiwis and a lot of families come in with the boating and the lakes throughout summer when it's nice and warm."
With tourism growing throughout New Zealand, Chalmers said businesses were making the most of the boom.
"We're part of that growth. We've got a lot more things to do now than even five years ago, a lot of businesses have popped up and this is a real peak time for them. It's a money making time."
Rotorua Association of Motels chairman Martin Althuizen said nearly all of Rotorua's motels were full.
"We're getting people walking in and asking for rooms but there are none available. Certainly your nicer motels have all been booked out in advance, and that's pretty well stretching out until at least January 3. It's a pretty good week really," Althuizen said.
Sport of Kings Motel owners Ian and Jyl Morrison, who are running the motel this week while managers Pete and Tristen Williams take a hard-earned break, said in terms of visitors Rotorua seemed to be getting busier every year.
"We have been full since December 23 and we are booked out until January 6. We're pretty full after that, there are a few gaps but they'll fill quickly," Jyl said.
"We had about 10 different groups come in on Wednesday looking for accommodation, but we had to turn them away. They were really desperate because there's nothing left in Rotorua."
Ian said he had noticed several guests staying for longer periods.
"We've got two coming in for nine days and another for 10 days, they're long stays. Everything about Rotorua makes it popular, it has attractions and of course the geothermal is a big draw. They don't necessarily do every activity in town but there are so many options," he said.
Silver Fern Accommodation and Spa manager Paul Huck said his establishment was "pretty much" booked out for the next week.
"It's always a busy period. December was pretty much the same as last year and January is looking to be the same as well. We've got family visiting family, coupled with the tourists coming in, there's so much to do here in Rotorua. We don't over-advertise, we're on all the major websites but a lot of our bookings come from word of mouth."