A man in his 40s has died following a 'water incident' at Ōhope Beach today, police say.
Emergency services were called to the incident around 1.25pm.
The man was pulled from the water and members of the public provided first aid, but sadly the man died at the scene.
The death will be referred to the Coroner.
Ōhope Beach is in the Whakatāne District in the eastern Bay of Plenty.