UPDATED 3.50PM: The whanau of cultural business entrepreneur and tourism identityDoug Tamaki are shocked and deeply saddened by his sudden passing.

In a statement, Mike Tamaki says his brother will be taken to lie at his Mount Maunganui home for the coming few days, before his funeral ceremony on Tuesday.

Doug was admitted to Tauranga Hospital and was place on life support after his heart stopped at his Mount home on Thursday.

He died in hospital surrounded by his whanau on Saturday morning.

"Doug was an innovative tourism operator, who with his brother, Mike, developed and operated the renowned Tamaki Māori Village visitor attraction in Rotorua," says colleague and friend Kiri Atkinson-Crean

"The attraction has won numerous awards over the past 27 years and in fact, it remains New Zealand's most awarded cultural tourism attraction."

Doug is survived by his parents, Duke and Margaret, wife Katie, children Laila, Ethan, Taiwa and Tawera, his grandson, Awatea, brothers Mike and Brian, and sisters Caroline and Tania.

EARLIER:

Well-known Maori tourism entrepreneur Doug Tamaki has died.

A caller to the 0800 SUNLIVE news hotline says the award winning Rotorua businessman passed away peacefully surround by whanau in Tauranga Hospital on Saturday morning.

It's reported Doug, who is the younger brother of Destiny Church leader Brian Tamaki, was on life support in Tauranga Hospital for several days following a medical event.

'My beautiful younger brother Douglas flew into the presence of Christ in an amazing atmosphere of love [a]nd tears..so wonderful to know God is at the centre of all thats [sic] happened over the last 3 day vigil,” says his brother Brian in a post to Facebook.

'Fly brother swift as an eagle..(can do it on the harley too if u want) love forever..Arohanui.”

Doug was co-owner of the award-winning Tamaki Maori Village in Rotorua which he operated with his brother Mike since 1989.