Tauranga and the Western Bay are reaping the benefits of a bumper summer season - with one major attraction reporting its busiest New Year period yet.
Sunshine, recovering financial situations and an influx of cruise ships have all been named as contributors to a busy summer season by local attractions.
Tourism Bay of Plenty general manager Rhys Arrowsmith said this summer had possibly been one of the biggest yet - although the organisation would not know visitor numbers or guest nights officially until February.
"Short of official numbers it looks like it's been a boomer season.
"A lot of the numbers have been increasing leading up to summer, there's no reason for that not to continue deep into the season and continue to do so."
Waimarino Adventure Park marketing manager Sam Cameron said this New Year period had been their busiest yet.
"The weather has encouraged a lot of people to get out and about. It's not only tourists but locals as well enjoying what we have to offer."
Miss Cameron said 70 to 75 per cent of visitors to Waimarino were from out of town, many of whom came from Auckland.
Kiwi360 chief executive Graeme Crossman said it had been a "solid season" so far.
"Cruise ships are a big part of our business.
"We get very big numbers through on cruise days.
"Free and independent travellers are up on last year as well.
"Since 2008 it's been harder but now we're clearly breaking through that and it's starting to show in our visitor numbers. It's been quite a long five or six years but we've traversed all that."
Mr Crossman said there was a lot of potential for the business to attract tourists travelling to and from Rotorua and this was something he was aiming to capitalise on.
Classic Flyers business development manager Wayne Renner said it had been about three years since the museum and cafe has been so busy.
"Our numbers are definitely up on last year. It's been a very good season for us.
"One thing that is gratifying for us is our numbers are certainly up off cruise ships."
Mr Renner said Classic Flyers was seeing increasing numbers of local visitors who were bringing their out-of-town guests.
Hospitality New Zealand Bay of Plenty and Waikato president Alan Sciascia said anecdotal evidence was positive for hospitality in Tauranga.
"There's always a seasonal upswing around this time of year in Tauranga and the Mount.
"There's been a general upturn in trade as well. Things are slowly picking up."