At least four new businesses will open in Rotorua's CBD over the next few weeks, while an office space vacant for several years has finally been leased.
A new jeweller, clothing shop and two new cafe/restaurants are all in the process of opening, with business owners saying there is a real confidence in the city.
Among them are Dana Symons and Steven Greer who will open Scope Cafe early next month. The pair have both quit jobs in banking, although Ms Symons has a long association with cafes in Rotorua.
Ms Symons said they looked at various other places for their new venture but settled on Rotorua.
She said they had been thinking of opening a cafe and she'd eyed up the Tutanekai St spot, next to the Meat Shoppe, as a prime location, so when they returned a few weeks later and it was available for lease they jumped at the chance.
Scope - which referenced a wild food aspect to their cuisine - would complement Rotorua's tourism offerings, she said.
They expect to employ up to eight staff.
Te Puke Jewellers owners Rod and Jannine Pearce will open a store - Rotorua Jewellers - at the mall end of Tutanekai St on May 1.
Mrs Pearce said they had carried out trade work for jewellers in Rotorua in the past and had a long association with the city - but other independent jewellers closing down had left "a big hole in the market".
"We decided to take the plunge and open a second store. It's a really good opportunity for us.
"Te Puke has been wonderful for us but we have been looking for expansion and growth and Rotorua is just a prime place."
Mrs Pearce said they initially expected to employ a full and part-time staff member, with either she or her husband also working in the shop.
She said they had noticed a lift in the "vibrancy" of Rotorua.
"It's a really good shopping experience and has a nice vibe."
Kilt marketing and e-commerce manager Lauren Hart said the new women's clothing store would open in Eruera St on Thursday .
Ms Hart said people had been asking for a Kilt store in Rotorua and there was quite a bit of website traffic from the city.
"It made sense that would be the next place to open - it feels like the right move."
She said as well as already having customers, Rotorua's strong tourism market was also behind the move.
Yesterday Steam opened in the old Cobb and Co building on Hinemoa St.
The 100 per cent vegetarian Indian restaurant is operated by Freedom Tourism, and chief operating officer Vishal Choksi said they chose Rotorua because of existing relationships through the tourism business.
Mr Choksi said they spent about seven months planning the restaurant including bringing all the spices and utensils over from India. It employs 11 staff.
He said many people wanted to eat in solely vegetarian restaurants because of religious beliefs.
"We wanted to do something special."
Meanwhile Smith and Smith Glass is moving from Fairy Springs Rd to Amohau St, where TenderCare Laundry is, with the new property allowing for the expansion of workshop bays and being closer to town for customers.
The former BNZ building on the corner of Hinemoa and Fenton St has just been leased, although Mark Rendell from Colliers International said he couldn't say who would be taking over the remaining part of the building yet.
Rotorua Chamber of Commerce interim chief executive Allison Lawton said she had people approaching her interested in opening in the city centre.
Inner City Focus Group spokesman Mike Steiner said he also knew of a couple more new businesses in the pipeline.
He said in the past two and a half years about 17 new businesses had opened in Rotorua.
Mr Steiner said it was a far cry from four or five years ago when Rotorua struggled to attract new business and there were concerns about empty shops.
"I know of two others who are talking about coming here to live, opening a business and creating employment."