A witness has described a loud cracking sound as a massive landslide slumped across Mount Maunganui’s Beachside Holiday Park this morning, taking out tents, caravans, and a toilet block - and hitting the hot pool.

Searches have continued all day - and fewer than 10 people remain unaccounted for, including young people.

Evacuees from the park gathered at the local surf club have now been moved, out of concerns the land could move again.

Officials say they won't stop looking until everyone is found, after pausing briefly this morning due to unstable ground.

Witness Nix Jaques was there.

She says a frantic man and woman told her two loved ones were stuck in the shower block.

"They were trying to move into that space, so it was trying to fade and then come away."

NZ Herald reporter Michael Morrah was also on the scene and he says search and rescue teams are still working to recover the missing people.

"It is a huge task, as there is just tonnes and tonnes of dirt and debris that is covering the campsite at the moment."

Two people also remain unaccounted for since a slip overnight near houses in Tauranga's Welcome Bay.

Police are encouraging people worried about someone they can't get in touch with in the Bay of Plenty to contact them immediately on 105.

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