The 46-year-old British tourist was with his family visiting the beach just north of the entrance to Burrill Lake on the South Coast, and went into the surf with his two sons.

When the boys appeared to get caught in a rip, the man went in to try and help them, but also got in trouble.

Onlookers from the beach went into the water and managed to retrieve the boys, but when they returned to the water they found the father floating face-down.

He was pulled from the water and given CPR until police and paramedics arrived, and attempts to revive him continued.

However he was pronounced dead on arrival at Milton Hospital.

Police are preparing a report for the coroner, while members of the man's family have been offered counselling.

It was the second drowning on the beach within weeks, after a Filipino national drowned at the northern end of Burrill Beach during December.

Surf Life Saving officials have reminded people to be wary of rips, and to swim between the flags at patrolled beaches.

ulladullatimes.com.au