More than 120 people have gathered on Pukuatua St for the Hīkoi for the Homeless which aims to stress the urgency for a night shelter for the city.
Among those at the hīkoi are members of the public, Salvation Army staff in uniform and the police.
A reporter at the hīkoi said some members of the group had guitars and were singing and chanting.
Some were carrying hand-made cardboard signs and others were holding flags, including the Maori tino rangatiratanga (Maori sovereignty) flag.
One of the flags reads "Our lives matter".
Hīkoi organiser Renee Kiriona has asked the hīkoi participants to look after each other and be safe during the hīkoi.
"We want this to be a peaceful wairua. No swearing or cursing. Aroha mai."
Public speaker Kingi Biddle, who is introducing the speakers, addressed the crowd and said "everyone had mana" and "everyone's mana needed to be recognised".
Rotorua Salvation Army officer Ralph Overbye said homelessness and rough sleeping was a growing issue.
"We are deeply concerned. There are no quick fixes. What is required is commitment from the whole Rotorua community to engage with these challenges and for everyone to do their bit. This includes local and central Government, many different agencies, community groups, businesses and community members."
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