Lifeguards at Gower's Three Cliffs Bay could soon have a permanent base to patrol from.
RNLI lifeguards began keeping a close eye on the privately-owned beach in 2016 following the deaths of two swimmers.
A hut was sited at the rear of the beach and now, due to the success of the scheme, the RNLI is seeking planning permission to retain it permanently.
The lifeguarding scheme receives funding from local groups and businesses, including Three Cliffs Bay Holiday Park.
Park owner Tom Beynon said: "It has worked really well. There have been no major incidents since they started their patrols down there."
He said lifeguards had started their spring and summer season at the beach last Saturday, and often popped in for a cup of coffee on their way down.
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A planning statement submitted as part of the RNLI's application to Swansea Council described Three Cliffs Bay as an "iconic" beach which attracted tens of thousands of visitors per year.
"However, a number of tragic drownings at the bay highlighted to the landowners the need to improve safety and better manage risk," it said.
The planning statement said lifeguards had dealt with 37 incidents at the beach in 2016, including one life saved.
It said visitor numbers were at their highest last year when the region basked in prolonged sunshine.
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Local people say the beach is hazardous when the river which empties into it is in full flow, creating rip currents.
"The continued increase in the popularity of the beach means that the lifeguard service continues to be urgently required to meet these increasing demands on public safety," added the planning statement.
