Police and volunteer searchers would today be scouring the shoreline for the boy's body, Mr Ross said.
"Given the nature of the of the beach and the location of where the young man went in, it'll be in the Hukatere Rd area and slightly north."
He expected the search to take up to three days. The boy's family were extremely distraught, Mr Ross said.
"The mother is just beside herself and so is the dad...the mother is just so distraught."
Hukatere Lodge owner Gabriele Pfaender rushed to the beach after hearing of the incident, fearing guests were involved.
She said she spoke to the boy's distraught mother.
"She was just crying and crying and somebody had her in their arms. It's terrible, it makes me sick to think about it," she told the Herald on Sunday
The current looked strong yesterday, Pfaender said.
"The sea is always different, one day it's like a lake and you can go in and other times it's a strong current and you wouldn't ... you've got to be careful in the water always."