For Louise Sandford, packing up her life in Wellington and setting up in Rotorua was the best move she's ever made.
With a strong desire to live in the Bay of Plenty, Ms Sandford said she jumped at the chance three months ago to take up a job at Crown Research Institute Scion.
"The decision to move was a bit for the job, because I was looking for a change and new opportunities, but also for the lifestyle Rotorua promised."
Ms Sandford is one of many choosing to make Rotorua their home, swelling the city's population after years of stagnated growth.
She wasn't a stranger to the city, having spent her high school years at Western Heights High School, but when she left, about 15 years ago, she didn't think she would ever want to come back.
"It was a very different place when I left. But the pull got stronger and stronger, and when I did come back I discovered the city was like a whole new place.
"We're so lucky to live here. I think sometimes it takes an outsider to come to the city to remind the locals how lucky they really are.
"The people are amazing, the location is central to everything and there's so much to do - I think you would be hard-pressed to find somebody who wasn't into at least one thing the city has to offer.
"Rotorua is a city but at the same time it's not a city, which is what makes it so amazing."
Ms Sandford was not surprised more people were making the move to Rotorua.
"I'm pretty proud to live here. I think everyone who lives here should be, Rotorua is something special."