As the domestic and international visitors roll into town, accommodation in Tauranga is full to the brim this summer.
Summit Motor Lodge owner Steve Nyberg said this year was "definitely busier".
"The whole area seems to be a lot more buoyant, [and] going forward, the bookings for January and February are exceeding what we took last year already."
"We're well up on last year. It has been an amazing winter.
"People have been arriving a lot earlier, it's extended the season through."
He estimated the lodge's visitor numbers were up by 10 per cent compared to this time last year.
"It's exceptional."
Mr Nyberg had noticed a change in clients, with more Wellingtonians adding to the crop of Auckland visitors, as well as customers extending their stay from about 1-2 days to 5-7.
"Which is certainly making a big impact on motels like us," he said.
Cosy Corner Holiday Park manager Greg Davidson said it was hard to talk about growth because, although the campground was full, it had also been full in previous summers.
Joyce Laing of Ambassador Motel said it had seemed very busy, and business was going well.
Hotel Armitage manager John Gardner said it had been a busy season, but was not able to compare with last year.
"We're full, but we were at this time last year too."
Apple Tree Backpackers manager Saroj Kc said their number of visitors was definitely up, and had noticed high numbers even in the slow season.
Tourism Bay of Plenty CEO Kristin Dunne said while it was too soon for official reports on visitor numbers, there was a feeling of the region being "vibrant and busy".
"It is pleasing to see accommodation businesses are seeing continued growth and we are certainly at capacity over this peak period, as well as our homes and baches being full of visiting friends and relatives."
"Add the 83cruise ships to the mix and it's certainly a busy time for local businesses," she said.
Statistics from last February showed a rise in domestic visitor nights in the Bay rising 11 per cent compared to February 2015.
Mount a hotspot for holiday houses
Mount Maunganui came out second in the most inquired about holiday destinations for New Zealanders in 2016.
According to data released by Trade Me's Holiday Houses website, the Mount came in behind Queenstown and one ahead of Wanaka.
Although the Mount held the silver position, Queenstown received 51 per cent more inquiries.
Waiheke came fourth and Hanmer Springs was place fifth.
Trade Me spokesman Jeff Hunkin said the Mount had held second place as the most inquired destination for four years.
The average property on Trade Me Holiday Houses slept seven people and had a nightly rate of $315.
The median profit gain in Auckland for house resales was $356,000.