State Highway 2 is closed at Whakamarama following a crash between a car and van, and two people have been taken to Tauranga Hospital with serious injuries.
Police were called to the crash at 3.30pm and another person was also taken to hospital with moderate injuries.
The road was closed near the Munro Rd intersection and traffic diversions were in place.
There is debris and fluid on the road which is expected to take a few hours to clean up, police said in an emailed statement.
The Serious Crash Unit is in attendance.
Traffic is heavy and the New Zealand Transport Agency is advising people to avoid the area or use an alternative route.
Motorists are warned to expect delays and avoid the area if at all possible.
Anyone who witnessed the crash is urged to call Tauranga Police on (07) 577 4300 or call the Crimestoppers line anonymously on 0800 555 111.