Young people are among those not accounted for, as rescuers search Mount Maunganui's Beachside Holiday Park, which was slammed by a landslide this morning.
Fire and Emergency says they've heard no signs of life inside the slip since this morning, with numbers affected in the single figures.
It hit tents, cars, caravans, a toilet block, and the hot pools.
NZ Herald reporter Michael Morrah says police have confirmed the number of people unaccounted for is in the 'single figures' - and recovery efforts are under way.
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