A rescue operation is underway after a woman fell from a cliff in the Bay of Plenty.

Emergency services were called to the incident, in Bowentown, at 9.15am.

A police spokesperson says they were alerted to an incident where a woman has fallen down a 20m cliff while on a walking track.

The spokesperson says she has suffered some injuries.

St John paramedics and Fire and Emergency New Zealand are also reponding to the incident.

Police say a boat is being used to reach the woman.