The passengers of a van that crashed into one of Marine Parade's famed Norfolk Island pines were on a school holiday programme.

A police spokesman said the crash on Napier's Marine Parade happened just after 10am today.

A white minibus had careered onto the road's median strip near Albion St, crashing into a tree.

Police could not say how many people were in the minibus, but it's understood seven children were on board.

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Passengers complained of soreness but there were no serious injuries.

The driver may have had a medical event, which caused the crash.