Whakatāne residents now have a new way to get around after Uber officially launched in the Eastern Bay of Plenty town.

The rollout, starting today, is part of Uber’s wider expansion across regional New Zealand, with services also launching in Wānaka, Levin, Tokoroa, Ashburton, Hāwera and Ōamaru, alongside renewed investment in Waiheke Island.

The move means more than 350,000 people across 27 towns and cities can now access the Uber app for on‑demand transport.

A new option

Uber said the launch gives Whakatāne residents greater flexibility for everyday travel - from commuting and running errands to getting home after a night out or assisting family members to attend appointments.

Trips are booked through the Uber app and include features such as upfront pricing, GPS tracking and real‑time trip sharing, aimed at providing a clear and consistent experience.

“With most travel in New Zealand still centred around private vehicles, there’s a clear need for accessible transport alternatives,” Uber Australia and New Zealand managing director Emma Foley said.

“We’re proud to be bringing Uber to Whakatāne, helping local businesses connect with customers and offering people a safe and reliable way to get where they need to be.”

She said on‑demand transport could play an important role in helping people stay connected in regional communities.

Supporting local business

Uber said the service can help residents support local businesses and make it easier for visitors to explore the area.

Nationally, Uber estimates it contributed $1.5 billion to the New Zealand economy in 2024, including $67 million in tourism spending and $260m in value from flexible work, according to its Economic Impact Report.

The launch also opens up new earning opportunities for locals, with Whakatāne residents able to sign up as driver‑partners and choose when and how often they drive.

“For those who choose to drive, Uber offers a way to earn flexibly and fit work around family, study or other commitments,” Foley said. “It’s about locals helping locals get where they need to be.”

Built‑in safety features

Uber said safety remains a core focus of the platform. Drivers must hold the required ridesharing authorisations and undergo screening processes before accessing the app.

Riders can enable optional features such as a four‑digit PIN to confirm they’re entering the correct vehicle. During trips, rides are GPS‑tracked and can be shared in real time with friends or whānau using the app’s “Share My Trip” function.

After a trip, users can rate their experience or report issues through the app, with a dedicated safety team reviewing concerns.

Growing footprint

Uber has operated in New Zealand since 2014 and reports more than two million people have used Uber or Uber Eats services nationwide. Combined, riders have travelled nearly 748 million kilometres using the platform.

Uber is now available in centres including Auckland, Wellington, Christchurch, Tauranga, Hamilton, Queenstown, Dunedin and Rotorua, as well as a growing number of regional towns such as Whakatāne.

For first‑time users, the Uber app can be downloaded from the App Store or Google Play, with trips requested by entering a destination, confirming a pick-up location and waiting for a nearby driver to accept the request.