A crash on one of Tauranga's busiest highways has sparked a warning from police to steer clear of the area.

Traffic is heavily backed up on State Highway 29a, between Oropi Rd roundabout and Welcome Bay Rd roundabout. The crash happened approaching the Welcome Bay roundabout about 8.15am.

Western Bay of Plenty head of road policing Senior Sergeant Ian Campion said no one had been injured in the nose-to-tail crash but the collision had created heavy congestion for traffic in the area.

"We'd ask anyone in the area to avoid travelling this route if possible, until we are able to get it cleared,'' he said.

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Motorists could expect delays and were advised to travel via Fraser St or Cameron Rd.