Police are asking motorists in Tauranga to avoid a crash near the Bayfair Shopping Centre roundabout.

It's near the Baypark Arena where the Bay Dreams festival is taking place, and there are lots of pedestrians.

The crash occurred when a car hit a pedestrian just before 2 o'clock this afternoon.

The person has suffered serious but not life-threatening injuries.

One eastbound lane will be closed while emergency services respond to the crash.