Emergency services are at the scene of a crash at the intersection of Hemo Rd (SH5) and Old Taupo Rd.
A Police Northern Communications spokesman said three cars were involved.
The call came in to police at 4.41pm, he said.
An ambulance spokeswoman said one person had suffered minor injuries.
A Rotorua Daily Post photographer at the scene said a ute was on its side, while a station wagon and sedan were also damaged.
South bound traffic is being diverted onto a grass verge outside Te Puia to pass the crash, while north bound traffic can turn onto Old Taupo Rd.