Emergency services were called to Pretty Beach, about 30kms north of Batemans Bay, at 2.30pm Sunday, following reports a man had become distressed in the water.

The man, believed to be aged in his 30s, was found face down in the water.

Attempts to revive the man began before NSW Ambulance paramedics arrived and he was pronounced deceased. 

Officers from the South Coast Police District will investigate the circumstances surrounding the incident.

Police say the incident is a timely reminder for swimmers to make safety their priority when in, on or around the water this summer.

Authorities advise beach swimmers to stay between the red and yellow flags, read the safety signs and to never swim unaccompanied or under the influence of alcohol or drugs.

Swimmers are also urged to learn how to identify a rip and to stay calm and attract attention if they need help.

A rescue chopper was called to the beach, but was not required. 

The chopper returned to the same beach about 3.50pm Sunday, in aid of a woman believed aged in her 70s, who fell down about 12 stairs. 

The woman was airlifted to Wollongong Hospital.