The Whakatane District in the Eastern Bay of Plenty is one of the most diversely beautiful areas in New Zealand. Sandy beaches are predominant along the 54 kilometres of coastline that stretches from Otamarakau in the west to Ohiwa in the east. Central areas include fertile lowlands and farming areas on the Rangitaiki Plains through to Murupara. The climate is superb and many people are choosing to relocate, buy or set up business in a place where life can be enjoyed. The Whakatane District has long been a popular holiday destination and tourism is an important growth industry. The population in parts of the district trebles in summer. The largest town, and the commercial centre of the Eastern Bay, Whakatane is an attractive coastal town on the banks of the Whakatane River. It has a vibrant retail and commercial area, which includes excellent shopping, cafes and restaurants.