A person has been flown to hospital with serious abdominal injuries after a head on collision in the East Cape area this morning.

The two cars collided head on, on a bridge on State Highway 35 seven kilometres south of Waihau Bay this morning, according to the Trustpower TECT Rescue Helicopter.

"The driver of one of the cars received serious abdominal injuries in the crash and was flown to Tauranga hospital in a serious condition," pilot Liam Brettkelly said.

"The driver of the second car received chest injuries and he also was transported on the same flight to Tauranga hospital in a moderate condition."

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He said the remaining patients from both cars were taken by St John ambulance to Whakatane hospital with moderate injuries.