Three people are dead and two other seriously injured following a two-vehicle head-on crash near Geraldine that has closed a major state highway.

Police rushed to the scene about 3.15pm, along with 16 fire crew members and two rescue helicopters.

The vehicles – a four-wheel-drive and a people-mover – were travelling in opposite directions when the crash occurred, Aoraki Area Commander Inspector Vicki Walker said.

”The vehicles have collided and the investigation will focus on exactly how that occurred.

”Three of the deceased were travelling in the people-mover, Inspector Walker said. Another person travelling with them was critically injured.

The driver from the four-wheel-drive, the sole occupant of that vehicle, was seriously injured. Both of the surviving crash victims have been airlifted to Christchurch Hospital.

”Losing so many lives at once is shocking and our hearts go out to those involved,” Walker said.

The deceased were part of a group visiting the district, and members of that group were following behind the vehicle at the time of the crash.

”We’re wrapping support around them and will be speaking with them to help establish what occurred.

”Incidents like this are hard on everyone involved, and our communities too.

”While the investigation is progressing, we’re making sure there is support in place for those involved, their families, and our staff who have attended the scene.

”We would like to thank all the first responders and agencies like Victim Support who are assisting those affected by today’s events.”

State Highway 79 is closed between Tiplady Rd and Kennedy Rd, while emergency services respond to the incident.

Diversions are in place and motorists should expect delays.

The crash has closed State Highway 79 between Tiplady Rd and Kennedy St, Geraldine. Diversions are being put in place and motorists should expect delays. Photo / Google

The Serious Crash Unit has been notified.

An employee at a shop in Geraldine told the Herald they heard the fire station alarm go off about 3.30pm.

”Since then there’s been fire trucks, police and helicopters flying everywhere.”

A Hato Hone St John spokesperson confirmed two helicopters, four ambulances, a rapid response vehicle and an operations manager had responded.

Two patients were treated at the scene - one in a critical condition, one in a serious condition. Ambulance crews remain at the scene.

St John referred all other questions to police.

A Fire and Emergency NZ spokesperson confirmed about 16 firefighters also responded to the scene.

NZTA said SH79 remains closed south of Geraldine following the crash.

“Closure points are in place at Huffey St and Earl Rd. A diversion via Inland Scenic Route 72 and Winchester Hanging Rock Rd has been established. Follow this diversion or consider using another alternative route.

“The road will in all likelihood remain closed for several hours into this evening.”

Today’s incident occurred on the same stretch of road where a campervan crash killed three people in April last year.

It comes after one person died in a collision between a truck and a car nearby just a week earlier.

The two-vehicle crash happened shortly before 8.30am on August 14 on SH79, north of Geraldine near the intersection of Keen Rd and Main North Rd.

Geraldine Ward Councillor, Gavin Oliver, said there have been quite a few fatal accidents along that road over the past few years.

”There’s been a push for speed restrictions that haven’t happened yet but we’ve been constantly having NZTA up about some fix ups on that stretch of road, particularly near Tiplady Rd,” he said.

”We had a local lad killed along that stretch of road not long ago and it’s always a concern.

”Our thoughts are certainly with those involved in that crash today.”

More to come.