Paihia is the main tourist town in the Bay of Islands in the Northland Region of the North Island of New Zealand. It is 60 kilometres north of Whangārei, located close to the historic towns of Russell and Kerikeri. Missionary Henry Williams named the mission station Marsden's Vale. Paihia eventually became the accepted name of the settlement.

The Bay of Islands is an area on the east coast of the Far North District of the North Island of New Zealand. It is one of the most popular fishing, sailing and tourist destinations in the country, and has been renowned internationally for its big-game fishing since American author Zane Grey publicised it in the 1930s. It is 60 km (37 mi) north-west of the city of Whangārei. Cape Reinga, at the northern tip of the country, is about 210 km (130 mi) by road further to the north-west.