Water safety officials are calling for heightened awareness when it comes to hitting Bay of Plenty waters this summer, with the death of a 24-year-old at McLaren Falls marking a tragic start to the summer season.

Provisional figures released to SunLive by Water Safety NZ show the Bay has seven drowning deaths so far this year, placing it fourth equal with Southland and Wellington in terms of nationwide statistics.

Heightened water safety awareness is key this summer.

Waikato tops the list with 13, followed by Auckland's 11 and Northland's nine.

This year there have been 82 drowning deaths – surpassing last year's total of 81, the lowest number since records began in 1980. The Bay recorded 12 drowning deaths in 2013.

Water Safety New Zealand chief executive Matt Claridge says the messages this summer are 'really simple”.

'Parents with small children need to supervise their kids and stay within arm's reach,” says Matt.

'For males going out fishing, diving and boating it's about being aware of your personal responsibility for your own safety and the safety of others.”

Matt's plea comes as a timely reminder following the drowning of 24-year-old Muhammad Jawad at the popular McLaren Falls.

The man, whowas with two friends, decided to go for a swim in the swimming hole under the bridge on Saturday while his friends watched from the bridge above. He got into difficulties and subsequently drowned.

The incident marks the first Bay drowning during Water Safety NZ's official summer period, from December 1 to February 28.

During last summer, the Bay topped the official drowning statistics with eight.

'There has been more drownings than we would certainly like or that we would consider acceptable,” adds Matt.

Matt says once again close scrutiny is placed on men and their water-based activities who tend to hold a substantial figure of drowning deaths.

As a result, Water safety NZ continue to apply a lot of focus and sustained work to try and make a difference to this particular area.

'The emerging trend is that males are still drowning at a really high rate across activities that are typical for New Zealanders like boating, fishing and diving,” says Matt.

'We have got to look at whether they are tragedies or whether some of these situations could have been prevented by greater awareness, the risk of the environment or ones abilities.”

He adds that with more than two weeks remaining in 2014, the key focus is to educate the public, helping to keep the national total to a minimum.