On the eve of the two most dangerous weeks of the year for drownings, the nation has already hit a death toll of 101 for this year.
Numbers of drowning deaths are well past last year's relatively low total of 91, and headed for the rolling annual averageof the past decade, 126 deaths.
Over the past 10 years the annual holiday period drowning toll has averaged nine deaths.
"The next two weeks presents the highest risk period of the year for drowning," said Water Safety New Zealand's general manager Matt Claridge.
"With the summer holiday season about to commence, the predictable surge in recreational activity around the water has begun."
This year's formal summer holiday period - for the purpose of measuring the numbers of deaths - starts at 4pm on Monday and ends at 6am on January 3.
Statistics suggest the group most at risk is boys and men aged 15 to 45, in fishing, diving, boating and other water-based recreation.
"Too often, poor decision-making or a lack of preparation leads to a fatal misjudgment," Mr Claridge said.
"It seems almost inevitable that incidents which could have been avoided with a little common sense will again claim lives over the holiday period."
Mr Claridge said it was vital that parents and caregivers of small children ensure they are supervised near water.
"Every year 10 children under the age of 5 needlessly drown due to a lack of supervision."
Drowning statistics indicate that an average of nearly one drowning a day occurs from Christmas until school restarts.
Mr Claridge said regardless of where people were holidaying, attention must be paid to the safety of the location and whether equipment was well maintained before going in, on, or under the water.
Adults, parents and caregivers must supervise children around rivers, beaches and pools and other water.
