Tourism Bay of Plenty chairman Paul Bowker hopes the spilling of hundreds of containers into the sea from the Rena does not deter people from visiting the region for a holiday.

He says the Rena's splitting has impacted on some Bay of Plenty marine tourism operators, but most businesses are operating as normal.

Waihi Beach is open again, despite container wreckage and cargo debris still there.

'While authorities don't recommend swimming in the sea right now, we have every confidence this will only be a short-term measure and life will be back to normal in Bay of Plenty very shortly,” says Paul.

'This is another blow to our region's reputation, but we can get through it – we went through worse when the Rena first grounded and we came out the other side very quickly.

'There are so many great things to do here away from the beach – adventure activities, great shopping, top restaurants and cafes, wineries and hiking, to name just a few.”

Many businesses are forced to close for the immediate future though.

'Marine operators such as fishing and sailing charters, surf schools and ocean kayak tours are unable to operate at present and are waiting on further advice from officials.

'They're obviously keen to operate and several are operating from other locations – or looking to doing so – so they can start running again.”