The summer idyll of Mount Maunganui, the Bay of Plenty resort that has long sold itself as New Zealand’s sunniest, most carefree surf town, has been shattered.

In late January, a deadly landslide tore down the flank of Mauao, the extinct volcanic cone that towers over the peninsula, slamming into the packed Mount Maunganui Beachside Holiday Park and killing six people at the height of the school holidays.

As rescue efforts give way to recovery and official inquiries, an equally urgent struggle is unfolding in the streets surrounding the cordoned-off mountain, where local businesses say their survival may depend on how quickly wary visitors feel able to return.

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A resort town built around a maunga now marked by tragedy

Mount Maunganui’s economy has long been inseparable from the looming presence of Mauao, the iconic headland that frames postcard images of white sand, turquoise surf and cruise ships anchored in the harbour. On clear summer days, a steady stream of hikers, joggers and families typically circles the base track or climbs to the summit, before spilling into beachfront cafes, hot pools, surf schools and boutique shops that line Marine Parade, Adams Avenue and The Mall.

That relationship was violently ruptured on the morning of 22 January, when intense rainfall triggered a major slip on the eastern face of Mauao around 9:30 a.m. The saturated hillside collapsed onto the Mount Maunganui Beachside Holiday Park, burying cabins and campervans, damaging facilities and sending a roar through the campground that witnesses described as an “almighty cracking” followed by chaos. Emergency services launched a large-scale operation that would continue for 11 days, transitioning from rescue to recovery as hopes of finding survivors faded.

Police have now confirmed six fatalities from the campground, including two 15-year-olds and international visitors, in what is one of the deadliest single landslides in New Zealand in recent years. Cordons remain in place around key streets while geotechnical monitoring equipment tracks any further ground movement. For many residents and regular visitors, Mauao is no longer simply a scenic backdrop but a site of collective grief, marked by flowers and handwritten notes woven into fences at the edge of the exclusion zone.

The cultural significance of the mountain adds another layer of weight to the tragedy. Local iwi have imposed a rāhui, a traditional restriction that asks people to stay off the maunga out of respect for the dead and to allow the land and community time to heal. That spiritual dimension has shaped how tourism businesses speak about recovery: many say they must carefully balance the desire to welcome visitors back with the need to honour the rāhui and the families who have lost loved ones.

From peak season to sudden standstill

The landslide struck at a time when Mount Maunganui was near capacity. January is the peak of the New Zealand summer, with domestic holidaymakers, international tourists and cruise ship passengers converging on the narrow peninsula. Many businesses report that the week of Anniversary Day is typically one of their most profitable of the year, with takings that help carry them through the quieter winter months.

Instead, operators describe an abrupt halt. With cordons thrown up around parts of Adams Avenue, The Mall and Marine Parade, vehicle access was restricted and large areas near the base of Mauao were closed. The Beachside Holiday Park, a major source of foot traffic for cafes and shops, went from fully booked to a disaster zone overnight. Regulars who would wander out for breakfast, ice creams and evening meals simply vanished.

In the days that followed, many potential visitors cancelled or postponed trips, unsure whether it was safe or appropriate to holiday in a town at the centre of a national tragedy. Images of buckled caravans and churned earth dominated news bulletins, overshadowing the wider Mount area where beaches and commercial strips remained physically intact. Several business owners say they respect that families are grieving and that emergency services needed clear space, but they are now confronting the reality of lost revenue at a time when costs have soared.

“It is like the tap was turned off,” is how one waterfront café manager described the first full week after the slip. On what should have been bustling long-weekend afternoons, staff looked out at half-empty outdoor tables and a beach that was busy with surfers but noticeably quieter than usual. For small independent operators with little cash buffer after years of pandemic disruption and inflation, even a short downturn during peak season can have long-term consequences.

Business owners count the cost and weigh their options

Across the Mount, the financial shock is uneven but widespread. Accommodation providers near the cordon line have borne the most immediate impact. Several motels and backpackers say they fielded a wave of cancellations from guests who had booked to stay specifically for access to the mountain’s walking tracks and the Beachside Holiday Park facilities. Some report occupancy falling from near 100 percent in mid-January to less than half that in the week after the landslide.

Cafes and restaurants that rely heavily on cruise ship passengers and campground visitors are also feeling the strain. While cruise calls to Tauranga have continued, operators say passenger behaviour has changed. Instead of walking around the Mount base track or soaking in the nearby hot pools before browsing local shops, more are choosing organised excursions further afield or staying largely on board, deterred by media images of cordons and uncertainty about what is open.

Retailers away from the direct cordon report a subtler but still troubling downturn. Gift shops, surfwear boutiques and ice cream parlours on side streets say turnover is down by double-digit percentages compared with the same period last summer. The mood among owners is a blend of resilience and realism: they have weathered shocks before, from global financial turbulence to pandemic border closures, but another blow so soon is testing their reserves.

Some businesses are negotiating rent relief with landlords, arguing that reduced access to their premises is beyond their control. Others are trimming staff hours, a painful step during what would typically be a period of extended seasonal shifts. Long-term, several owners say they will review their insurance coverage and contingency planning, now that the risk of landslides and severe storms in coastal resort areas is no longer theoretical.

Official recovery, cordons and the long path to reopening

The formal emergency phase is now winding down. Police confirmed this week that Disaster Victim Identification and specialist Urban Search and Rescue teams have completed their work at the campground site, and all six victims have been recovered and identified. Monitoring equipment remains on the hillside, and officers continue to oversee cordons that keep the public away from unstable ground and heavy machinery.

Tauranga’s mayor has indicated that streets around the slip zone may reopen in stages once geotechnical experts deem them safe, but access to the mountain itself is likely to remain restricted for months. That prolonged closure will reshape visitor patterns in a town where heading “up the Mount” is a signature experience. Tour operators that include the summit or base track in their itineraries are already rewriting brochures and online listings, pivoting to alternative attractions such as harbour cruises, surf lessons, cultural tours and food experiences.

City officials say they are working closely with local businesses to communicate changes clearly and to reassure would-be visitors that much of Mount Maunganui remains safe and open. At the same time, they stress that public safety and respect for the rāhui will guide decisions on when and how to reopen walking tracks. The council has pledged an independent inquiry into the events leading up to the landslide, including what warnings were received and how evacuation decisions were made.

For business owners, the key is predictability. Several say they understand the need for caution but are urging authorities to provide clear timelines and regular updates. Without some sense of when access restrictions might ease, it is hard to plan staff rosters, inventory orders or marketing campaigns aimed at the shoulder season and next summer.

Tourism hopes pinned on a message of sensitivity and support

As the immediate shock begins to settle, many in the tourism sector are recalibrating their message. Instead of the usual carefree slogans about “endless summer” and “paradise at the Mount,” operators are inviting visitors to come in a spirit of solidarity and respect. The prevailing theme is that the most constructive way to help, beyond donating to official relief channels, is to keep supporting local jobs and businesses throughout the recovery.

Hospitality and retail owners say they are ready to welcome guests who understand that this season will look and feel different. Some have placed small memorial displays on counters or near entrances, acknowledging the lives lost and setting a tone of quiet reflection rather than festive excess. Others are training staff to handle difficult conversations, as visitors ask about what happened, the impact on the community and how they can behave appropriately near the cordoned area.

Tourism marketing organisations are also adjusting their imagery, avoiding close-up shots of the slip face and instead highlighting broader Bay of Plenty landscapes, harbour activities and cultural experiences. Campaigns emphasise that while the maunga itself is off-limits, the wider community remains very much alive, with safe swimming beaches, cycling routes, galleries, markets and food outlets operating as normal.

Crucially, operators stress that visitors should follow all signage and instructions from local authorities, respect the rāhui and avoid treating the landslide site as a spectacle. The town is navigating a delicate balance: it needs visitor spending to recover economically, but not at the cost of turning trauma into a backdrop for disaster tourism.

Climate pressures and questions about building at the base of steep hills

The Mount Maunganui disaster has arrived amid wider national debate about how climate change and land use combine to increase landslide risk in New Zealand. Experts have warned that more intense and frequent storms, falling on already saturated ground and heavily modified hillsides, are raising the likelihood of slips in regions with steep terrain and coastal development. Tauranga and the Bay of Plenty are among the areas considered highly exposed.

In the wake of the landslide, attention has focused on the holiday park’s position directly below a steep volcanic slope, and on reports that earlier minor slips or heavy water flow were observed on the mountain before the major collapse. Local and national inquiries will examine what risk assessments were in place, whether those assessments adequately accounted for more extreme rainfall scenarios and how warnings were communicated on the morning of the disaster.

For local businesses, these big-picture questions have immediate ramifications. If new hazard maps or stricter planning rules emerge, they could affect where accommodation and hospitality venues can operate in the future, how they are insured and what kind of protective works might be deemed necessary. Some operators say they would welcome clearer national standards on high-risk sites, arguing that uncertainty about what is “safe enough” is bad for both residents and tourism in the long run.

At the same time, there is recognition that Mount Maunganui’s appeal has always rested on its proximity to dramatic natural features: a mountain meeting the sea, surf breaks beneath cliffs, campgrounds nestled at the water’s edge. The challenge facing planners, iwi, residents and business owners is how to preserve that sense of place while reducing the odds that holidaymakers and workers will find themselves in harm’s way as storms intensify.

Community resilience and the role of visitors in the months ahead

In the days following the landslide, scenes around the Mount were marked by as much quiet solidarity as shock. Residents and visitors gathered at cordons for karakia led by iwi, laid flowers, left candles and stood in small groups talking softly as emergency crews worked behind the fences. Local churches, marae and community centres opened their doors, offering food, counselling and a place to sit for families waiting for news and for traumatised campers who had escaped with their lives but little else.

Business owners played their part, providing coffee and meals for emergency workers, extending free or discounted accommodation to displaced families and donating a portion of takings to relief funds. Several hospitality venues coordinated fundraising events, from small acoustic gigs to charity dinners, signalling that even in a period of reduced foot traffic, they were determined to contribute what they could.

As time passes, that spirit of mutual aid will need to be sustained. Mental health providers are warning of delayed impacts as survivors and responders process what they have experienced. Employers are being encouraged to watch for signs of burnout or distress among staff who have been working long hours in emotionally charged conditions. Schools and youth groups around Tauranga are preparing to support children who have lost friends or who were present during the slip.

Visitors can play a constructive role in that broader recovery if they choose to return in a mindful way. Local leaders are asking tourists to spread their spending across a range of businesses, seek out smaller family-run operators, be patient with any service disruptions caused by staff shortages and avoid sharing sensational images of the slip on social media. A holiday at the Mount this year may come with a heavier emotional tone, but it also offers an opportunity to participate in the slow work of helping a beloved seaside town find its footing again.

FAQ

Q1: Is Mount Maunganui safe to visit now?
Mount Maunganui township, beaches and most commercial areas are open and considered safe, but cordons remain in place around the landslide zone near Mauao. Authorities stress that visitors should obey all road closures and signage, as geotechnical monitoring is still under way.

Q2: Can I still walk up or around Mauao?
No. Walking tracks on and around Mauao are closed for safety reasons and out of respect for a rāhui placed by local iwi. Officials have indicated it could be months before public access to the mountain is restored.

Q3: Are local businesses operating near the cordon?
Many shops, cafes and accommodation providers close to the cordon are open but may be accessed via diversions or limited parking. Some operators directly adjacent to the slip remain affected by restricted access and reduced foot traffic.

Q4: How has the landslide affected tourism numbers?
Business owners report a noticeable drop in visitor numbers and bookings compared with typical late-January and early-February demand. Cancellations from domestic holidaymakers and more cautious cruise passengers have reduced revenue during what is usually peak season.

Q5: What support is available for affected businesses?
Local authorities are working with national agencies to assess financial impacts and potential support measures. Businesses are also pursuing private solutions such as negotiating rent relief, reviewing insurance coverage and collaborating on joint marketing to encourage visitors back.

Q6: Is it appropriate to holiday in Mount Maunganui so soon after the tragedy?
Community leaders and many business owners say visitors are welcome, provided they come with sensitivity. Continuing to spend money in the town is seen as a practical way to help, as long as tourists respect the rāhui, avoid the cordoned area and do not treat the site as a spectacle.

Q7: What caused the landslide at the holiday park?
The slip followed a period of intense rainfall that saturated the volcanic hillside above the Mount Maunganui Beachside Holiday Park. Investigations are examining how the heavy rain interacted with local geology, drainage and land use to trigger the collapse.

Q8: Will there be changes to how and where people can stay at the base of the mountain?
Formal inquiries and updated hazard assessments may lead to new rules for building, camping and infrastructure in high-risk areas below steep slopes. Any changes will likely involve consultation between council, iwi, geotechnical experts, residents and business owners.

Q9: How can visitors support the community while they are there?
Visitors can support recovery by patronising local cafes, restaurants, shops and accommodation, tipping where possible, attending community events, donating to verified relief efforts if they wish and speaking respectfully about the tragedy. Following local guidance and being patient with any disruptions also helps.

Q10: When is Mauao likely to reopen to the public?
Authorities have not set a firm date. The mayor has indicated that streets around the slip may reopen in days or weeks, but that full access to Mauao’s tracks could remain closed for several months while safety assessments and cultural considerations are addressed.