With almost 68,000 followers on Twitter, Ms Hicks said there was plenty of interest in the race - especially given the quality of the field.
She said after covering the race from the office for several years, being in Rotorua for the first time was special.
Ms Hicks said it was things like a geyser erupting in the middle of an interview at Te Puia that highlighted Rotorua's special nature.
"It's off the charts."
Ms Hicks said she was excited to see just how fast the top runners were expected to race, with the dynamic field this year.
Race director Tim Day said 30 or 40 international media were in town to cover the event, including a big Asian contingent.
"This may be the most competitive 100km race in the world for 2017.
"The whole world is watching."
He said media had been at Te Puia and out at the lakes taking in Rotorua's sights.
Mr Day said the mix of athletes and supporters had a big economic impact on Rotorua.
"Over 50 per cent of the field is international, each brings nearly three others with them. We've got 700 internationals and that's another 2500 - 3000 internationals.
"The impact is significant."
Mr Day said with the weather the one aspect race organisers couldn't control, they were thrilled with the forecast for this year's event.
One of the biggest changes this year was the 62km competitors finishing with the other distances at Kawerau.
"A lot of the 60km field will get passed by 100km world champions. The everyday runners get that cool experience."
Athletes were welcomed at an official pohiri yesterday, following leadup events in the week including a scenic boat trip and the dogaine - a fun run featuring dogs.
Tarawera Ultra fast facts:
1400 runners
71 Rotorua athletes
56 Tauranga athletes
42 countries
102,567km travelled by foot - or 2.5 times around the earth
400 volunteers
11 aid stations
50kg fresh fruit
35kg lollies
400 litres Coca-Cola
240 bags potato chips
6,392,000 calories burned
