Sunshine, culture and opportunity. 

The Eastern Bay of Plenty – Te Moana-a-Toi – is a region defined by natural beauty, deep cultural roots and close-knit communities. It’s made up of three districts: Whakatāne, Ōpōtiki, and Kawerau, and is home to around 54,777 people (Census, 2023). From golden coastlines and fertile farmland to ancient forest ranges, the region offers a lifestyle of balance, wellbeing and strong connection to te taiao (the natural world).

At the centre of it all is Whakatāne – a lively riverside town set between bush-covered cliffs and the Pacific Ocean. With a population of around 15,850 (Census, 2023), Whakatāne combines small-town warmth with modern amenities. The town centre features a scenic riverwalk, boutique shops, friendly cafés, and a growing arts and culture scene, anchored by an award-winning library and exhibition centre. In 2022, Whakatāne was named Supreme Winner at the Keep NZ Beautiful Awards – a reflection of its proud community spirit and natural setting. The nearby beach settlement of Ōhope adds to the area’s charm, offering a laid-back coastal lifestyle.

The surrounding Whakatāne District stretches across 4,400 km² of coastline, farmland and native forest. It’s home to around 37,150 people (Census, 2023), many of whom live in coastal and rural communities such as Matatā, Edgecumbe, Murupara, Tāneatua and Ruatoki. The district enjoys some of the highest sunshine hours in Aotearoa – up to 2,608 hours annually – and supports a way of life where outdoor recreation, whānau (family) and local connection take centre stage.

Economic opportunity is also growing in the district, with key industries including forestry, agribusiness, aquaculture and tourism. Entrepreneurs and remote workers are increasingly drawn to the region’s affordability, natural beauty and supportive business networks. The area is well connected, with Tauranga and Rotorua just over an hour away, and direct flights to Auckland from the regional airport of Whakatāne.

Whether you’re drawn by the beaches, the bush, the community, or the chance to build a meaningful life in a stunning part of Aotearoa, Whakatāne and the Eastern Bay of Plenty offer a lifestyle that’s both grounded and full of possibility.

Want to explore more? Head here for tips on things to do, places to eat and how to make the most of the district.