The Bay of Plenty region is one of New Zealand’s top holiday destinations. The Bay of Plenty region covers 12,200 km² of land with several islands in the bay, notably Mayor Island, Whale Island and the active volcano of White Island. Volcanic mountains and geothermal areas dot the landscape with Rotorua being a major tourist site with the surrounding geothermal areas and Māori cultural centres.
The Bay of Plenty is also one of the fastest growing regions in New Zealand and the fifth-most populous region with the main population centres of Tauranga, Rotorua and Whakatane. Tauranga, the region's largest commercial centre, was named New Zealand's top city for economic performance for the 2011 year.
The Bay of Plenty was named by James Cook when he sailed through the bay in 1769 after he noticed the abundant food supplies at several Māori villages there. According to local Māori traditions, the Bay of Plenty was the landing point of several migration canoes that brought Māori settlers to New Zealand.
Tourism is a main part of the region’s economy with many activities and tourist attractions offering a multitude of things to see and do.