Five people are dead after a tourist bus rolled in bad weather earlier today on State Highway 5 at Ngātira, near Rotorua.
Two others were seriously injured when the bus rolled and came to rest on its side.
Inspector Brent Crowe told reporters this afternoon that 27 people were on the bus, and five on board have lost their lives.
Crowe said the tour bus contained Chinese nationals.
An ethnic liaison team is working with the victims, he said.
Police are working with the Minister of Foreign Affairs and Trade to notify the next of kin.
Crowe said the road would remain closed until later this evening.
He sent his condolences to all those affected, and said the incident was an absolute tragedy.
Most of those on board the bus are understood to be from China's Sichuan province.
The wounded were treated for injuries at the scene and others flown to hospitals around the North Island.
Crowe said the bus was travelling south towards Rotorua and failed to take a bend.
It went to the wrong side of the road, corrected and subsequently flipped.
The driver is believed not to be seriously injured.
The bus was the only vehicle involved in the incident.
Crowe said he could not answer whether the passengers were wearing seatbelts or not, this would be part of the investigation.
He said work is still ongoing on the recovery phase, including a crane which was being brought in to lift the bus.
"I think the aroha from the Rotorua community will shine through and we will assist these people to recovery," Crowe said.
"This is still very much in an evolving recovery stage … We've got to do this meticulously carefully and with respect for those that have lost their lives."
Crowe said the main focus now was the recovery of the deceased, and to remove the bus from the scene so the road can be reopened.
He said the road would be closed for at least another 3 to 4 hours.
Crowe said the road is reasonably hilly, has a number of curves, and the weather was unfavourable with high winds, rain and fog.
A witness said the bus windscreen was shattered and people were sitting down by the coach.
Survivors emerged from the crash site wrapped in blankets and being comforted by police officers.
Some survivors were taken to Rotorua's ambulance base, including one man who was limping heavily and had to be helped into a wheelchair. About 10 people were taken from a minivan into the building.
A Mandarin translator has arrived at the ambulance base from the Rotorua i-Site.
The Red Cross has activated a disaster welfare and support team in Rotorua and were "currently supporting people affected by the recent bus crash, providing psychological first aid assistance".
Rotorua mayor Steve Chadwick described the crash as "absolutely tragic" and vowed Rotorua would do whatever it could to help.
"At the request of the police, Rotorua Lakes Council is providing any welfare assistance needed for passengers who were not injured. That could include anything from providing food and translation services to liaising with accommodation providers and enabling them to contact family," Chadwick said.
"This is a police-led operation and council staff, under the direction of civil defence staff, are assisting as required."
