A man believed to be in his 30s has died after getting into difficulty in the sea off North Wales, police said.
Police and the coastguard were called to assist with the incident in Barmouth just before 2pm on Sunday, North Wales Live reports.
Eyewitnesses saw three children struggle in the water and a man is said to have rushed in to help them.
Shortly afterwards a man was pulled from the sea and flown to Ysbyty Gwynedd at Bangor, where he died.
There were no other serious injuries reported but two of the children were taken to hospital for treatment.
North Wales Police said in a statement that the man's family had been made aware.
Barmouth's inshore lifeboat was launched and Rescue 936, the Coastguard helicopter based at Caernarfon, was scrambled shortly after 1.30pm today.
The helicopter landed on the beach and was joined shortly afterwards by an air ambulance from Llanelli and police officers.
Holyhead Coastguard, who co-ordinated the rescue operation, said four people were reported to be in the water.
Due to the hot weather large numbers of people had flocked to the beach.
A spokeswoman for the Welsh Ambulance Service said: “We were called at 1.39pm today to reports of persons caught in a rip tide at Barmouth beach.
We sent two rapid response cars and two emergency ambulances to the scene where crews were also supported by a Wales Air Ambulance and a search and rescue helicopter.
"Three patients were taken to Ysbyty Gwynedd.
"The children were initially taken to the lifeboat station on the promenade. Two were later taken to hospital by road ambulance."
The Maritime and Coastguard Agency said teams had been busy dealing with multiple search and rescue incidents across the Welsh coast on Sunday.
Along with the incident in Barmouth it said the Abersoch Coastguard Rescue Team was called to help three people in the water at Hell’s Mouth.
The casualties were said to be suffering from suspected hypothermia and were given medical care, the agency said.
Meanwhile, Aberdovey Coastguard Rescue Team was called at 2.45pm to reports of three people in the water at Aberdovey, resulting in one man being taken to hospital.
On Saturday a man in his 40s died after being pulled from the sea at Pedn Vounder Beach, near Porthcurno, in west Cornwall.
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