A total of eight people drowned at Bay of Plenty beaches during the official summer period – the highest number of drownings in the country for the 2013-2014 peak period.

The eight deaths recorded between December 1 and February 28 were part of 35 drownings nationwide and were double the region's summer period five-year average of four.

Police and searchers look for Samoan man Peato Samele Ilalio who drowned after jumping off Kauri Point wharf on January 2.

Of the eight, two were in Tauranga and two in the Western Bay area.

During the New Year period there were three water-related fatalities in three consecutive days in the Bay. Two of those were men.

Palmerston North woman Catherine Michell Hinz, 41, died after falling into a pool at Greerton's Cameron Thermal Motel on New Year's Eve.

Tauranga lawyer and former policeman Blair Kiddle, 42, died during a diving trip near Motiti Island on New Year's Day. Then the next day a Samoan man Peato Samele Ilalio drowned after jumping in to retrieve his fishing rod from the Kauri Point wharf.

In February 53-year-old Francis Webster died attempting to save her partner who had got into trouble while fishing off Pukehina Beach.

Water Safety New Zealand chief executive Matt Claridge says the eight Bay drownings are a concerning statistic. He says the region is a popular destination for many people, who simply need to adhere to basic guidelines when in and around water.

'It's an aquatic hotspot and I will be heading there at Easter time. I know why I go there because the water is warmer, there is surf and there is plenty to do,” says Matt.

'People that are thinking about getting out on the water for that last fling before winter just need to be sure that their experience and ability match up to the activities.”

Nationally the number of drownings rose by four on the year before, with the 35 equating to three drownings every week.

Of the 35, eight deaths occurred while the victims were participating in water sports or recreational activity, seven drowned as a result of accidental immersion and five died in powered boat incidents.

Matt says it is an absolute tragedy the 35 families are mourning the loss of a family member this summer.

So far this year there have been 25 drownings in New Zealand waters. At the same time last year the toll was at 31.

'I've said it before, one drowning is one too many. It's hugely disappointing to be announcing a summer drowning toll that is up on last year's.”

'The trend that still exists is still too many males drowning in New Zealand. So that's where the problems lie and it takes a lot of focus and sustained work to actually make a difference and we need to keep that work up.”

Matt says what makes this summer's toll even worse is two of the deaths were children under five-years-old.

'Pre-schoolers are our most vulnerable when it comes to water safety and no children under five should be drowning in this country.”

'We just need to keep everyone focussed with what their priorities are, on and around water.”

As a result the organisation is launching a new campaign targeting parents and caregivers of the under-fives with the ‘within arm's reach' messaging at Easter, as the age bracket is a priority for the sector.

'We are working with Plunket that helps deliver the supervision message to mothers and that's real important.”