Three people have died after being pulled from the sea at Camber Sands.
Emergency teams were called to the East Sussex beach where the three were pulled from the water in the space of half an hour.
Ch Supt Di Roskilly, from Sussex Police, said the three men sadly died despite efforts to save them.
Work is under way to clear the beach and encourage people to come out of the sea while investigators are at the scene.
On one of the busiest days of the year, onlookers were shocked when the alarm was raised, despite attempts from Coastguards and two search and rescue helicopters and the Kent Sussex and Surrey air ambulance attending, attempts to resuscitate the casualties where in vane.
onlookers looked on helplessly as emergency crews plucked the bodies from the water.
This is the second time this year that the beach has proven fatal More to follow