Three people have died in a plane crash in Victoria's east.

A Victoria Police spokesperson said emergency services were called to reports a small plane had crashed in a paddock near Hayfield-Upper Maffra Road in Tinamba West about 5:45pm on Saturday.

They said the plane was circling the area before it crashed and burst into flames.

The three people on board — a pilot and two passengers who are yet to be formally identified — died at the scene.

Police will prepare a report for the coroner.