The Rotorua leg of the Australasian Raggamuffin music festival has attracted up to 30,000 people to the city and is a highlight of the summer events calendar.
This year's festival is being run over two days at the Rotorua International Stadium on January 31 and February 1.
It brings someof New Zealand's and the world's top reggae artists to the city, along with tens of thousands of visitors.
The event provides a major boost for the local economy with motels, hotels, backpackers and holiday parks all reaping the benefits, not to mention the hospitality industry.
In the lead up to, and during the festival, Rotorua becomes the reggae capital of the Southern Hemisphere with streets awash with the red, green and gold colours associated with the musical genre.
This year the line up is another who's who of the reggae world. The festival regularly features one of the many offspring of reggae legend Bob Marley.
One of his sons, Damian "Jr Gong" Marley is this year's headline act. He is being supported by the "royal family of reggae" Morgan Heritage and fan favourite Shaggy.
New Zealand acts appearing at the festival include Tiki Taane, the Aotearoa Reggae Allstars, House of Shem and Rotorua's own Strangely Arousing.
Set up in and around the festival is the Raggamuffin Village where people can relax, buy a few beverages, food, souvenirs and merchandise.
Gates open on Friday at 4pm and close again at 11pm. On Saturday the gates open at 10am with the concert finishing at 11pm.
Buses from the city centre to the venue run both days and are just $2 for a return ticket. For details visit www.raggamuffin.co.nz.
The Rotorua Daily Post Essential 50 lists the city's must-see, must-do and must-try activities and experiences thanks to reader nominations. We'll be highlighting one every day over summer.
