Three people have been taken to hospital in serious condition after two cars crashed near Waihi Beach this afternoon.

A 23-year-old man, 24-year-old woman and 71-year-old were all taken to hospital following the crash on a bend on Emerton Road.

Emergency services are dealing with a crash on Emmerton Road, near Waihi Beach.

Northern Fire Communications shift manager Scott Osmond says firefighters cut one of the people from the vehicle involved in the crash at 3.20pm that has closed the main road from State Highway 2 to Waihi Beach.

'One person is critical, one is serious and the third has received minor injuries.

'The critical person has been flown to hospital and the other two are receiving treatment from St John Paramedics."

Crews from Athenree Fire Brigade, Waihi Fire Brigade and Waihi Beach Fire Brigade were called to the scene to assist.

The TrustPower TECT rescue helicopter was called to Waihi Beach about 3.20pm and flew a 23-year-old male to Tauranga Hosptial with serious leg and hip injuries.

A 24-year-old female was transported by road with facial injuries along with a 74-year-old with lower leg injuries, says pilot Todd Dunham.

Firefighters spent about an hour cutting a 23-year-old from the vehicle.

The Westpac rescue helicopter was also called to the scene and transported one of the injured people to Waikato Hospital.

Athenree Road is closed from State Highway 2 through to Waihi Beach and will be for some time as serious crash unit investigates the accident scene.

At the scene? Call 0800SUNLIVE or email photos to newsroom@thesun.co.nz