A young boy has died after "falling ill" while playing at a sub-tropical indoor pool at Center Parcs.
The boy had reportedly been playing with three other children in the pool at the Longleat retreat in Wiltshire before getting into difficulty
According to the resort, the boy was suddenly 'taken ill' and desperate attempts to resuscitate him were in vain and he failed to respond.
Dozens of shocked families were splashing around in the pool 'paradise' when it happened.
Staff made frantic efforts to revive him but the boy - whose age hasn't been revealed - was declared dead.
There was criticism of Center Parcs management for not keeping anxious guests informed about the tragedy.
One eye witness who watched it unfold said "It was reported to us that sadly a child had passed away.
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"There had been some very intense resuscitation attempts by staff.
"I have been shocked and surprised that no acknowledgment or information was given by Center Parcs.
"Everyone was very upset and anxious about the pool area.
"Center Parcs did not even acknowledge the event anywhere."
The complex of self-catering villas, pools, shops, a boating lake and sports centre in Longleat Forest at Warminster is packed with thousands of families during the summer holidays.
In a statement, Center Parcs said it was 'deeply saddened' by the death of the young boy last Saturday.
The Nottinghamshire-based company said "We are deeply saddened by the tragic news that a young guest passed away after becoming unwell whilst at Longleat Forest.
"Our thoughts are with the family at this difficult time. We are continuing to offer our support to the family and to our employees who provided immediate assistance.
"In accordance with the family's wishes for privacy at this difficult time, we will not be providing any further detail or comment."
Center Parcs opened its Longleat Forest holiday village in 1997 and now
