One person is dead, and ten others are injured after a small tourist bus and a 4WD collided near Roxburgh in Central Otago today.

Multiple emergency services were sent to the scene on State Highway 8, including two rescue helicopters and two ambulances.

St John says two people have serious injuries and one has moderate injuries.

They were taken to Dunedin Hospital by helicopter, while the other seven were being sent to Roxburgh Medical Centre.

The crash happened just before 2 o'clock this afternoon near Shingle Creek.

SH8 will be shut while emergency services are at the scene.

Motorists are being urged to avoid the area.