A landslide at Mount Maunganui Beachside Holiday Park, located at the foot of Mauao, has left several individuals unaccounted for, according to police reports.

Emergency Management Minister Mark Mitchell confirmed to RNZ that a young girl is among those missing in the incident.

One eyewitness recounted a terrifying experience while swimming when the landslide occurred. “I heard a massive landslide behind me, with trees snapping, and a caravan nearly hit me. I feared for my life,” he said, describing the ordeal as the most frightening moment he has ever encountered.

Still clearly affected by the incident, the witness likened the chaotic scene to something out of a movie.

Still visibly shaken, Worrall said the scene felt “like a movie”.

“Luckily, there were no children in the kids’ pool. But who knows – there could have been someone inside the caravan that was swept over.”

Bay of Plenty MP Tom Rutherford said caravans, a toilet block, cars, and tents have been affected by the landslide, said Rutherford.

Dion Siluch said he was having a massage at the Mount Pools when the “whole room started shaking like crazy”.

A Stuff reporter at the scene near Mount Maunganui Beachside Holiday Park said multiple ambulances, fire engines and police were present, with a large crowd gathering nearby.

Police have established a base at the Mount Maunganui Surf Life Saving Club, where officers are working through a register of campers to determine who remains unaccounted for.

Campers could be seen being processed by police.

Helicopters have also been deployed to support ongoing search and rescue efforts.

A local bystander said no one had been found yet, despite police dogs being deployed.

Penny Carnaby saw the devastation unfold from directly across the road at the apartments.

She heard a “loud crack” and rushed to the verandah.

“I just saw it keep coming and coming, and everyone was running and there was screaming and yelling… it just happened so fast. It was just horrific.”

She said in the desperate minutes before emergency services arrived, bystanders raced to the scene of the slip to help.

“There was nothing that they could do,” a tearful Carnaby said.

“Because there’s so much dirt.

“It took out the whole kitchen block… There’s going be so many people missing,” she told Stuff.

“The campsite has been evacuated, and Adams Ave is closed while emergency services work to locate anybody who remains in the area.”

Police were pushing back crowds of people who had come out of their Mount apartments to watch, a Stuff reporter said.

“It’s for your safety, we don’t know if another slip will happen,” one officer said.

Hato Hone St John had eight emergency vehicles on the scene.

That was including four ambulances, one rapid response unit, two operations managers, and a helicopter.

Further units were on the way, a spokesperson said.

NZ Herald has reported eyewitnesses heard people screaming and were concerned some may be trapped.

Members of the public are advised to avoid the area, police said.

Tauranga Mayor Mahé Drysdale said in a statement they are aware that some people are unaccounted for, and our thoughts are with them, their families, and everyone affected.

“We are doing all we can on the ground and providing support to campground staff and visitors.

“This is a deeply distressing event, and our priority right now is the safety and wellbeing of those involved.”

“Due to the heightened risk to public safety, all tracks, access points, and surrounding areas of Mauao are closed while the considerable damage is assessed,” it said.

“Fencing is being installed and secured at key entry points, with signage and barriers in place at all closure points to prevent public access.

“Security will also be present to monitor the closure and ensure public safety.”

The public is strongly advised not to enter Mauao, or attempt to bypass fencing or barriers.

Crews from Mount Maunganui, Tauranga, Maketu, and Greerton are currently assisting, with further crews on the way