The man who drowned at Rotorua's Regal Palms Resort on Monday has been named.

He was Samir Poorekhorsandi, 40, from Auckland.

Mr Poorekhorsandi, who was staying at the resort, was found unresponsive in the Fenton St resort's swimming pool soon after 9.30am.

Firefighters and paramedics performed CPR on him for more than an hour before pronouncing him dead at the scene. It is unclear how long he had been in the water.

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His death has been referred to the Coroner.

In a statement police offered their sympathies to the friends and family of Mr Poorekhorsandi.

Jonty Mills, chief executive of Water Safety New Zealand said it was a tragic situation for the family and community.

He said he did not know the details of this incident so could not comment specifically.

"I can really only default to our general water safety code: 1. Watch out for yourself and others. 2. Be prepared. 3. Be aware of the dangers. 4. Know your limits.

"In this situation, all of these messages may have been followed," he said.

Bay of Plenty Police District Command Centre Senior Sergeant Mike Membrey said water safety was important but it was about looking after each other in all situations.

"But especially in water because it doesn't take much to drown. People need to know the area they are in and look after each other."