Seven people have been taken to hospital after a serious head-on car crash near Huka Falls just north of Taupō.

A St John Ambulance spokeswoman said three patients in a serious condition and one in a moderate condition have been taken by helicopter to Waikato Hospital in Hamilton.

Three others have been taken by road to Taupō Hospital in a moderate condition.

"We had four ambulances and three helicopters and a manager attend that crash," she said.

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A police media spokesman said the crash happened just after 5pm at the intersection of the Thermal Explorer Highway and Huka Falls Rd, between Wairakei and Taupō.

Initial reports suggested two cars had collided head-on, he said.

The highway is closed and traffic is being diverted on to the State Highway 1 bypass road.

The Police Serious Crash Unit is examining the scene.