Ngati Huarere says one of the last undeveloped beaches on the Coromandel peninsula needs to be protected.
Spokesperson Graeme Christian says the hapu is among more than 1000 objectors to a plan by a Queenstown company to develop 20 sections along New Chums Beach, north of Matarangi.
He told Waatea News the time for such 'destruction' of pristine natural environments should be over.
"We want to say enough is enough." he said. "It (the beach) still looks as it did in the 1700s when Captain James Cook called into the area.