KEY POINTS:
A 6-year-old boy died yesterday in a family holiday tragedy near Waihi.
The boy fell from his bicycle and plunged into the Waiau River.
He was found face-down just 2m from his family's camping spot, but frantic attempts to save him by his mother and another camper failed.
The tragedy unfolded at 4.30pm. The boy was staying with his mother, stepfather and twin brother at the Athenree Lavender Holiday Park.
Last night, the owner of the campground, Todd Vallender, told the Herald the boy had been riding his bike on his own around the park just moments before his death.
It appeared his bicycle went too fast down a hill. He smacked his head on a rock and fell into the water.
"Everyone tried everything" to save the boy, Mr Vallender said.
Waihi ambulance officers arrived shortly afterwards and took over the resuscitation attempt.
The boy's family had been staying in a tent at the popular Coromandel spot since Sunday.
They were expected to stay until next Wednesday but went home to Katikati after the tragedy.
Sergeant Steve Hindmarsh of Waihi said the boy fell 1.5m over a ledge into the river after hitting his head.
The 4m-wide river was shallow, with a stony bottom.
He said the boy's mother and another camper tried to revive him.
The police would not publicly identify the victim until his father in Wellington had been told of the tragedy.
Mr Vallender said it was the family's first time at the campground.
"It's just one of those really tragic things to happen. Especially around Christmas. No one wants to have to go through that."
He said there was no barrier between the camp and the river.
St John manager Keith Hall said the boy was dead when ambulance personnel arrived. The death had been referred to the coroner.
If the boy's death is found to be a drowning, it would be the third in two days.
By December 21, 101 people had died in the water ahead of traditionally the most dangerous two weeks of the year for drownings.
The number was already well past last year's relatively low total of 91.
Over the past 10 years the annual holiday period drowning toll has averaged nine deaths.
The holiday park is on State Highway 2 at Athenree Gorge, just 6km south of Waihi Beach.
It features 60 tent sites and also has caravans and cabins. It is popular for its eel and trout feeding, swimming and bushwalks.
The Waiau River rises in the northwestern slopes of the Coromandel Ranges.
