A man has drowned at a beach on the Queensland-NSW border.
Lifeguards raced to help a group of seven people, believed to be tourists, who got into trouble at Flagstaff Beach about 4.30pm on Christmas Day.
They made three separate trips into the water to pluck the swimmers to safety when it became clear five others were also struggling and a mass rescue was required.
Despite extensive CPR, one man was unable to be revived.
Three others were taken to Tweed Heads Hospital for assessment, a NSW Police spokesman told AAP.
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The victim has not yet been formally identified.
Surf Life Saving NSW said the incident was the 17th coastal drowning since July and the rising figure was concerning.
CEO Steven Pearce said lifeguards put in a heroic effort to save the man's life.
"This tragedy reinforces why we are so determined to ensure that our safety messages are heard and understood," he said in a statement.
