Police believe a man in his 50's was killed when his car crossed the centreline and collided with a tourist bus near Te Poi on Tuesday.

Senior Sergeant Andrew BuBear says emergency services were called to the fatal crash on State Highway 29 near the intersection with Stopford Road east of Matamata at 11:30am.

The Serious Crash Unit have since conducted a scene examination and police's investigation is ongoing.

'At this stage it appears a car travelling west on SH29, near Waiomou Stream bridge, has crossed the marked double yellow centrelines, colliding with a charter coach travelling east.”

The 54-year-old male driver of the car died at the scene. He was the sole occupant of the vehicle.

The driver of the coach and its passengers were uninjured and are being provided with ongoing support, says Andrew.

'The road conditions were dry and a focus of our investigation will be establishing exactly what led to the car crossing the centrelines.

'This tragic incident leaves another family with the loss of a loved one. We offer our condolences to all of the family of the driver and all those affected.”