The Bay of Plenty (Te Moana-a-Toi) lives up to its name with long sunshine hours, the busy port city of Tauranga and the beaches of Mount Maunganui. Te Puke is the kiwifruit capital, while Rotorua's geothermal landscape and Te Arawa culture, and the seaside town of Whakatāne with Whakaari/White Island offshore, give the region its character. Horticulture, port logistics, tourism and trades drive the local economy.
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