But head of Northland's Search and Rescue team Senior Sergeant Cliff Metcalfe said police and volunteers had been called to 40 water-related incidents last year where there was the potential for people to drown.
An example of people failing to listen to basic water safety was clearly illustrated on Sunday morning when five people in a "dodgy" 4m boat launched off Mahinepua. The boat engine failed and they were towed back to shore.
However, at 7pm the same group, aged between 13 and 42, relaunched the same boat to go fishing but were reported overdue when they had not returned by 9pm and it was dark.
"They had no cellphone, no radio, no flare, a dodgy outboard motor, no torches and no lifejackets," Mr Metcalfe said.
Coastguard were alerted and put on standby after reports from occupants of a yacht anchored nearby said they could see people rowing the boat to shore.
"Potentially it could have resulted in multiple drownings. It's frustrating in that we keep pushing the safety messages and they get ignored and we end up picking up the pieces."
He said the safety messages were simple and included making someone aware of the trip plan, wearing a lifejacket, and having two forms of communication. Watching the weather forecast was also an important factor in staying safe on the ocean.
"People keep wanting to dodge bullets but they will get snapped and that could cost them their lives," Mr Metcalfe said.
Northland has 3200km of coastline and harbours, with no part of the region more than 40km from the coast. There are 10 harbours in the mix making Northland a high risk area for water safety officials.
Water Safety NZ chief executive Jonty Mills said drownings usually happened where there was an influx of people carrying out a range of water activities and Northland was a popular destination for a wide range of visitors increasing the risk.
One female and six males drowned in Northland last year. Five happened offshore, one in a drain and one in an estuary.
Mr Mills said what was encouraging was a heightened awareness around water safety at the beach. While the number of drownings were declining in the region, he said it was too early to call it a trend.
The Bream Bay Safety Ambassador patrols on Ruakaka Beach which aimed at educating beachgoers about the dangers of the beach and in particular those fishing for crabs had also had an impact.
He said New Zealand had some of the most magnificent beaches, rivers and lakes in the world, and being around water was part of the "quintessential Kiwi lifestyle".