Lifeguards patrolling the beaches along Whitsand Bay in Cornwall have reported their busiest week so far with a total of 33 rescues.
Chris Wafer, RNLI lifeguard supervisor, said the majority of the times they were called to action involved children getting out of their depth.
He said that it was important parents supervised youngsters on the beach.
"We're now very much in the busy peak summer holiday season and the beaches are busy with families enjoying the good weather," he said.
"Last week saw the arrival of some surf on the south coast which provided some fun conditions for water users but also made the rip currents more prominent."
Many of the rescues occurred just outside the red and yellow flagged area and mostly involved bodyboarders who drifted out of the flagged area after getting caught by a rip current.
On Saturday, when there were around 1,500 people on the beach, the lifeguards rescued 15 people and dealt with two major first aids.
