UPDATE 10.27AM: State Highway 30 in the Bay of Plenty is now open.

The road was closed earlier this morning following a two vehicle crash.

A police spokesperson says two people are reportedt to have serious injuries.

The road between Nicholson Road and Whirinaki Valley Road was closed, but police say it is now open.

"Police would like to thank motorists for their patience."

EARLIER:

Emergency services are responding to a serious crash on Horohoro Road (State Highway 30).

The crash, involving two cars, was reported to Police at 6.50am, says a statement from police.

"Two people are reported to have serious injuries.

"The road between Nicholson Road and Whirinaki Valley Road is currently blocked by the crash and motorists are asked to avoid the area."

People are being advised to consider an alternative route or expect delays in their journey.