Police are warning drivers to pay attention on rural roads after a head-on collision near Paeroa yesterday morning.

A tourist was travelling with his wife and daughter towards Thames when the white rental car they were driving turned right from State Highway 26 on to Komata Reefs Rd into the path of a Honda sedan about 10.45am.

The two cars collided and the Honda veered off the road into a post. The rental was pushed on to the side of the road.

A local man believed to be in his 30s had to be cut free from the Honda before being flown to Waikato Hospital.

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The driver of the white car was in shock but uninjured, while his wife and teenage daughter suffered moderate injuries and were also taken to hospital. Police said speed was probably not a factor.