Whakatane is the eastern Bay of Plenty's main town, sitting where the Whakatane River reaches the sea under steep green headlands. It gets plenty of sunshine and has an easy coastal feel, but its best reason to stop is the mix of Ngati Awa history, island wildlife, and beaches close enough to fold into one day.
Mataatua Wharenui, the meeting house returned after more than a century away, gives the town a cultural anchor that is more specific than the usual beach stop. Offshore, Moutohora is a protected island visited only on guided trips, while Nga Tapuwae o Toi climbs the headlands for views along the coast and out toward Whakaari / White Island.
Just over the hill, Ohope Beach stretches for kilometres along the Pacific. Whakatane can work as a base for the East Cape road, but it is not just a gateway. If you are already in Tauranga or Rotorua and want one spare day by the sea, this is a better bet than another cafe afternoon.