The National Sea Rescue Institute says it rescued a total of 139 people during 122 rescue operations during the 2015/16 festive season.
NSRI CEO, Dr Cleeve Robertson says the statistic that stands out most strongly, is that 41 people - almost a third of those assisted by Sea Rescue - had been caught in rip currents.
He says rip currents claimed the lives of 22 people in the first week of 2016.
Dr Robertson says it is clear that there must be improved signage on dangerous beaches, and beach goers need to be educated as to the danger of rip currents.
He says 60% of children who got into difficulty drowned - which highlighted their vulnerability and the need for greater preventative intervention.
The busiest days for NSRI crew were the 27th of December with 11 rescues and the 1st of January with 10 rescues.