Water Safety New Zealand says it would be wrong to blame lifeguards and coastguard staff for the uptick in drownings.
It's released its updated final report into drownings last year, with 90 people dying in the water.
It's the worst year since 2011, when 91 people died.
Water Safety New Zealand chief Daniel Gerrard told Kate Hawkesby there are real challenges, but front line services aren't the problem.
He says we need more investment in prevention, to move people away from the edge of the cliff, rather than relying on them being rescued.
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