Two people were taken to hospital with minor injuries after the commercial 4WD they were riding in on an adventure safari in Queenstown tipped.
The Nomad Safaris vehicle was carrying seven people on Chard Farm Rd in Gibbston Valley when it tipped over.
Police rushed to the creash around 11.30am along with a St John Ambulance and a fire crew.
A witness said it looked like the vehicle had been heading up a straight road when the driver drove up a steep bank and the vehicle rolled.
There were some extremely steep drops around that area, he said, and the passengers were lucky it wasn't worse.
"If it had rolled on the other side, those seven passengers would have been gone."
Nomad Safaris director David Gatward-Ferguson said the customers and driver were shaken but generally uninjured with no one needing to be hospitalised.
"The vehicles were heading in to the vineyard when a very large lorry emerged from a blind corner coming from the vineyard."
While the vehicle tried to reverse along the road a rear wheel mounted a bank and tipped over.
Nomad Safaris is a tourism company offering small, personalised tours into the New Zealand back country.
Tour routes incorporate sections of Lord of the Rings filming locations and Otago gold mining settlements.