One person is injured after a nose to tail collision caused one car to flip onto its roof on State Highway 30 near Tikitere.
A St John Ambulance media spokesman said they were alerted to the crash at 4.21pm and had sent one ambulance.
He did not know how many people were in the car.
One person had minor injuries and they were not transported to hospital, he said.
A Rotorua police spokeswoman confirmed police were at the scene.
The road is temporarily down to one lane, at Tikitere Hill heading down towards Lake Rotoiti, awaiting a towing truck.