A person has died after their car caught fire after a head-on crash in the Bay of Plenty.

Police confirmed a person had died in the crash near the pipi beds on Waiotahi Beach Rd in Opotiki, just after 8.20pm.

"The two vehicles have been involved in a head-on collision. As a result of the collision one vehicle has caught on fire.

"The driver of that vehicle has been unable to extract themselves from the vehicle."

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St John Ambulance confirmed the driver of the other vehicle was taken to Whakatane Hospital with serious injuries.

Waiotahi Beach Rd remained closed at Verrall and Parerata Ridge roads.

The Serious Crash Unit is investigating.