The head of a Bay of Plenty tourism business that takes boat tours to White Island says interest always increases in trips to the island when there's a lift volcanic activity.

Patrick O'Sullivan from White Island Tours says crew members and passengers have been returning with impressive videos and photos recently.

He says the volcano is one of the most accessible in the world.

''(The increased activity) is definitely giving it a lot more attention, we're seeing a lot of hits to our website.


"It's just a great opportunity for people to get to a volcano that is so accessible, because there's not that many around the world where you can just pull up and hop right on."