UPDATE 6.38pm: One person has died following a crash between a vehicle and a bicycle on Hewletts Road, Mount Maunganui.

A SunLive reader says Hewletts Road traffic is still "bumper to bumper" following the fatal crash earlier this afternoon.

"From the on-ramp at Sulphur Point it's still pretty backed up," says the reader.

"The crash was reported around 4:15pm," says a police spokesperson.

A Waka Kotahi spokesperson says to "follow directions of emergency services".

Earlier, a police spokesperson advised to "avoid the area" and "expect delays".

Photo: Supplied.

Earlier 5.16pm: One person has died following a crash between a vehicle and a bicycle on Hewletts Road, Mount Maunganui.

"The crash was reported around 4:15pm," says a police spokesperson.

"The Serious Crash Unit have been advised.

"The road is blocked, and diversions are in place.

"Motorists are advised to avoid the area and expect delays."

EARLIER 4.27pm: A serious crash on Hewletts Road near Tasman Quay is causing delays this afternoon.

Tauranga City Council says the eastbound lane is blocked.

A Waka Kotahi spokesperson says the serious crash may cause delays, and diversions "may be required".

"Follow directions of emergency services."

According to Google Maps, traffic is moving slowly in the area.

Image: Google Maps.