UPDATED 6.03PM: Diversions are still in place on State Highway Two at Whakamarama in Bay of Plenty after a fatal crash.

A man driving a rental vehicle has died after he crossed the centre line and struck a northbound vehicle just after 2 this afternoon near Gill Lane.

He's the first fatality of the Xmas-New Year holiday period.

An elderly couple have been taken to Tauranga Hospital, one in a critical condition.

Police say motorists can expect delays as the scene is cleared.