Fire and Emergency commander William Pike said there were initially signs of life when they arrived, as people could be heard yelling out.
However, this had changed over the following hours as a second slip threatening to come down meant rescuers had to stand down from the scene temporarily, and no voices had been heard since.
He also confirmed no one had been rescued from under the Mt Maunganui landslide.
Emergency Management Minister Mark Mitchell described recent events as a “challenging and difficult” 24 hours for the eastern seaboard, but focus was now on the rescue operation for those impacted by the landslide.
A large-scale emergency operation is underway at Mount Maunganui Beachside Holiday Park following a large landslide, with reports multiple people are unaccounted for. Photo / Cameron Avery
“A real priority is the recovery of people in the rescue operation behind us,” said Mitchell.
Assistant Police Commissioner Tim Anderson would not say how many people were missing, beyond confirming the number was in the “single figures”. He said clearer information was expected in the coming days, and it remained possible some people could be found alive.
Damage to the Mount Maunganui Beachside Holiday Park and nearby hot pools after a slip.
Mitchell said the parents and a husband of those missing in the campground collapse were waiting in a building behind them for updates from the rescue operation.
Fire and Emergency NZ said yells could be heard when rescue teams first arrived, but these have now gone silent. Photo / Jason Dorday.
Pike said the situation was complex and high risk, with the focus on preserving life and safety, followed by stabilising the scene and assessing risks.
Under 10 people are being searched for as part of the rescue operation. Photo / Cameron Avery
Tauranga Mayor Mahé Drysdale said his thoughts and prayers were with the families affected by the slip. Some of the unaccounted were believed to have checked out of the campsite without officially notifying managers.
The mayor also said there were hundreds of families at the campground when the hillside collapsed.