Across the wider Bay of Plenty region last year 46 people were killed, a big jump on 2015's road toll of 29.
The lowest the Bay of Plenty's road toll has been (since 1980 when boundaries changed), was in 2013 when 18 people were killed.
The provisional national road toll for 2016 was 326, seven more than the previous year, and 30 more than 2014.
Bay of Plenty road policing manager Inspector Brent Crowe said an analysis of the crashes in the region showed there wasn't one single factor that stood out as being the cause.
Mr Crowe said it was a mix of drivers and passengers failing to wear restraints, drivers and pedestrians not paying attention, failing to stop, crossing the centreline, drink driving and driving while tired.
NZ Transport Agency national data showed a quarter of last year's fatal crashes involved drivers going too fast for the conditions while 42 per cent of passengers killed were not wearing seatbelts.
January was historically a time when families were still on holiday and other drivers were in a "relaxed summer mode', Mr Crowe said.
"We urge everyone to drive to the conditions, don't drink and drive, adhere to the speed limits but also don't drive too slow, take regular breaks and be alert.
"We don't want to have to be the ones knocking on your door to inform you of the sad news your loved one has been killed in a crash."
Around the Bay of Plenty region in 2016
Rotorua - 8
Taupo - 13
Western Bay - 19
Eastern Bay - 6