Today it is Northland's largest marine tourism operator with a wide range of cruises and land tours.

With the fitting of a motor in the early 1900s, Fuller was able to deliver the coal and essential supplies to communities as far out as Cape Brett.

Although a modern catamaran now takes this historical route (The Cream Trip), the Bay Belle continues to transport visitors and locals between Paihia and Russell throughout the day.

It offers a range of Bay of Islands cruises and day tours around the region and operates passenger and vehicle ferries between Paihia and Russell/Opua and Okiato.

The company remains owned by Entrada Travel Group and was renamed to Northland Ferries Limited on the 2nd of August 2021.