Authorities haven't tied down exact numbers of people missing, after the land gave way at Mount Maunganui's Beachside Holiday Park.
The landslide took out tents, cars, caravans, a toilet block, and the hot pools about 9.30am this morning.
The total unaccounted for is in single digits - including young people - with searchers including dog teams carefully probing the site.
The nearby Surf Club being used as an emergency hub has now been evacuated as a precaution.
Emergency Management Minister Mark Mitchell says geo-scientists are worried the Mount could slip again.
He says police are still working out who was at the park today.
"It's a matter of now going back, checking CCTV, camera footage and just working that out and just trying to get a very clear picture of who might have been impacted."
Meanwhile, two people are still missing after a slip on Tauranga's Welcome Bay Road.
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Heather du Plessis-Allan Drive