7pm UPDATE: The Mercury has learned that the man who fell from Austinmer headland this afternoon has passed away.
3pm: Emergency services were called to Headland Avenue at 2.06pm following reports a man in his early 30s had fallen from the cliff onto rocks below.
Paramedics initially had trouble getting to the man due to the location, however were able to access the site by helicopter to begin treatment.
It is understood the victim was was unconscious from the fall and suffered serious injuries including fractured elbow.
He was stabilised by paramedics before being flown to St George Hospital in a serious but stable condition.
NSW Fire and Rescue personnel and police attended the scene.