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The Bay of Plenty Region is a local government region in the North Island of New Zealand. Also called just the Bay of Plenty (BOP), it is situated around the marine bight of that same name. The bay was named by James Cook after he noticed the abundant food supplies at several Māori villages there, in stark contrast to the earlier observations he had made in Poverty Bay. The Bay of Plenty had an estimated resident population of 354,100 as of June 2023, and is the fifth-most populous region in New Zealand. It also has the third-highest regional population density in New Zealand, with only the 11th-largest land area. The major population centres are Tauranga, Rotorua and Whakatane. The Bay of Plenty is one of the fastest growing regions in New Zealand: the regional population increased by 7.5% between 2001 and 2006, with significant growth along the coastal and western parts, and grew by 8.3% between 2018 and 2023. It has the second-largest Māori population in New Zealand, with over 30% of its population being of Māori descent, and the second-highest number of Māori speakers in the country. The Bay of Plenty also has the largest number of iwi of any region. There are 35 local iwi, 260 hapū and 224 marae, with the most significant iwi being Te Arawa, Ngāi Tūhoe, Ngāti Awa and Te Whakatōhea. Significant horticultural, forestry and tourism industries are well established in the region. However, the Bay of Plenty is the third-most economically deprived region in New Zealand, with the eastern districts being among the least economically developed in the country.