UPDATE 7.10PM: Cars and debris were launched through the air in a five-vehicle crash that claimed the life of a 69-year-old Noosaville man on the Bruce Hwy at Bells Ck.
Another man and two women were taken by air and road from the scene in a critical condition, with paramedics checking another seven people involved in the crash who did not require hospitalisation.
Robert Eccles was heading south from Caloundra towards his mum's place at Toorbul about 2.40pm today when he saw a white ute come across from the northbound lanes, through a gully and crash into a silver four-wheel drive travelling about 50m in front of him.
He said the ute was still travelling quite fast when it reached the southbound lanes.
"That car (four-wheel-drive) was just flying through the air," Mr Eccles said.
He said engine parts and parts of vehicles went everywhere.
"You could hear that thump, that impact.
"It was just chaotic."
The 64-year-old went to help a man and woman in the ute as others tried to help the people in the four-wheel-drive.
"It was very confronting."
Carpenter Nathan Siggs, 19, was towing a tools trailer north towards his Mooloolah Valley home after a day of work at Caboolture when the crash unfolded in front of him.
Mr Siggs said he was in the right lane when the ute, travelling in the left lane, cut across the right lane and the gully into the path of the oncoming four-wheel-drive.
"A vehicle behind him has slammed on its brakes and locked up and I've locked up as well but I've got a trailer so I can't brake as quick and I've taken her out," Mr Siggs said.
He jumped out his car to check on a woman and a young boy in the car and was relieved they were both fine.
Other passers-by were tending to the injured so he set about trying to clear debris from the roadway so traffic could continue through.
"It's just pretty lucky that there are so many of us still uninjured and came out of it safe but it is sad to see and hear about the fatalities.
"I'm really thinking about their families and what they must be going through at the moment.
"It is just so much to comprehend and you just keep replaying it though your mind."
The southbound lanes were completely blocked into the night and the northbound lanes were severely slowed.
Helicopters landed on the southbound lanes to collect injured patients.
Sunshine Coast police district officer Superintendent Darryl Johnson described the incident as tragic.
"Our thoughts are with the family of this man.
"The school holidays are nearly with us and I ask that all drivers on the Sunshine Coast are aware of the increased traffic and continue to drive to the conditions.
EARLIER: TRAFFIC delays on the Bruce Highway are expected to continue into the night after a fatal five vehicle crash which left 10 people injured, three critically.
Police and emergency services were still on the on scene of the crash after 6pm tonight.
The incident occurred about 2:45pm approximately 3km south of the Caloundra interchange at Bells Creek.
Southbound lanes are closed and will remain so for at least another two hours, police said at 5.30pm
Northbound lanes are open however are experiencing heavy traffic congestion as is the Steve Irwin Way.
One person has been pronounced deceased at the scene and three people have been transported to hospital with critical injuries.
Seven other people were treated for minor injuries at the scene.
Police are urging drivers to delay travel if possible or expect lengthy delays.
A QUEENSLAND Ambulance senior operations supervisor at the scene of a multiple-vehicle crash on the Bruce Hwy at Bells Creek has said the collision involved both lanes of traffic.
"QAS has been responding to, with other services, a head-on incident on the Bruce Hwy," Shane Kropp said.
One person was killed in the collision and Mr Kropp said of the 10 injured patients three were in a critical condition and were being transported to "various hospitals".
"The other seven have been assessed and three from the scene go home or will seek further attention later on," Mr Kropp said.
NORTHBOUND traffic has begun moving slowly along the Bruce Hwy after a crash at Bells Creek claimed the life of one and left 10 more injured - three in a critical condition.
However, the southbound lane is expected to remain closed with delays for at least another three hours, police media has said.
Southbound lanes remain closed, with traffic banked up for kilometers and drivers reporting congestion on Caloundra Rd.
Two helicopters are currently on-site.
ONE person has been killed and 10 more injured in a six-vehicle crash on the Bruce Hwy this afternoon.
Three people are in a critical condition, and have been transported to hospital by helicopter and road, following the crash that happened in the southbound lane at Bells Creek, 3km south of the Caloundra Rd interchange about 2.40pm.
Ambulance crews are treating the remaining seven patients at the scene for minor injuries.
The highway is blocked southbound and traffic is at a standstill north bound.
Police have advised drivers to delay travel or use Steve Irwin Way. The highway is expected to be blocked for a considerable time.
TRAFFIC is backed up on the Bruce Hwy near the Caloundra interchange after a multiple vehicle crash on the Bruce Hwy.
Up to five vehicles were believed to be involved in the multiple-vehicle crash that happened at Bells Creek about 2.40pm.
A spokeswoman for Queensland Fire and Emergency Service said crews were working with hydraulic cutting equipment to free two entrapments.
Police and Ambulance services are on the scene.
Drivers are advised to delay travel on the Bruce Hwy or use the Steve Irwin Way.