About 300 surfers paddled out in honour of 5-year-old Jack Dixon who was swept out to sea last week while hundreds of others released balloons from the beach.
In total about 1000 people gathered at Mount Maunganui Main Beach to pay their respects to the boy who was swept away while playing on the sand at Shelly Beach last Wednesday.
The surfers formed a circle and threw flowers to pay tribute. On the shore hundreds of balloons in the colours of Jack's favourite superhero, Spiderman, were released.
Organiser Brett Morrison was blown away by the huge turn-out saying he would have been happy with 30 to 40 people.