Tourists will now find it easier to get to Rotorua from Auckland.
The New Zealand Transport Agency has added the city's name to state highway destination signs.
Eight existing green highway signs have been amended and 15 new ones have been installed in a bid to improve access to the North Island's
premier tourist destination.
The new signage begins at the bottom of the Bombay Hills. It points drivers to the most direct route, along State Highways 2 and 27 through Matamata, then through Tirau and over the Mamaku Range to Rotorua.
The agency's State Highway manager, Kaye Clark, said the signs would provide a boost for tourism in Rotorua.
"We've received feedback over the years that people have had trouble finding the easiest route to Rotorua from Auckland and we decided it was time to help them out," Mrs Clark said.
Rotorua Mayor Kevin Winters said the signs were timely as Rotorua was preparing to host five international teams and three matches in the Rugby World Cup.
"Rotorua expects several thousand extra visitors this year for World Cup games as well as visiting our iconic tourist attractions," Mr Winters said.
The signs have also been welcomed by local tourism organisation Destination Rotorua Tourism Marketing.
General manager Don Gunn said visitors driving from Auckland had found it frustrating for many years. He said tourists were often confused by a lack of signage giving clear direction on the best route to follow to get to Rotorua.
"We're very pleased with the new signage programme on the highways as it will make the experience of our visitors travelling to Rotorua easier and much more enjoyable," Mr Gunn said.
