After the "devastating" death of a woman in a crash just outside of Rotorua, local emergency services staff are urging drivers to take care on the roads this long weekend.
The woman, in her 40s, died in a two-car crash near the intersection of State Highway 5 and SH30 about 6pm on Thursday.
A man, the driver of the other car, sustained moderate injuries.
Rotorua Fire Brigade senior station officer Jim Prescott said fire crews attended the scene alongside ambulance and police.
"The woman had to be cut from the car, she was placed in the ambulance and then passed away from there."
Mr Prescott said his staff saw these kinds of crashes often, but never got used to them.
"The fire service reiterate the police message.
"Don't exceed the speed, if you're tired, pull over and only overtake when it's safe to do so."
Bay of Plenty Police District Command Centre Senior Sergeant Mike Membery said police were still in the early stage of the investigation into the crash.
"We'd like to have a long weekend where there are no crashes and definitely there are no fatalities.
"Leave time for your travel, if you're tired take a rest, don't push it just to try and make it."
Mr Membery said fatal crashes were difficult for all those involved.
"It's devastating for the community."