A 7-year-old boy is in serious condition in hospital after he was found floating unconscious in the water at Hahei Beach in the Coromandel today.
Auckland's Westpac Rescue Helicopter said they were told of a possible drowning about midday.
Ambulance and the Fire Service also attended.
A spokeswoman from St John's Ambulance said staff found the boy in a status 2 condition when they arrived.
A Hahei Fire Brigade member said they were called in just after midday to set up a landing pad for the rescue helicopter.
The fireman, who declined to be named, said he understood the boy was unconscious when he was found.
The officer said they had been relatively lucky with the quick response as an advance paramedic had been nearby on another helicopter callout when the incident was reported.
"There was a rescue helicopter already in the vicinity on a separate call with an advance paramedic on board. They were able to drop the paramedic at Hahei and continue on."
He said the Auckland Westpac Rescue Helicopter arrived with their own rescue team shortly after.
Flight medic Marcel Driessen said the boy's condition was stabilised once he was on board the helicopter.
Mr Driessen said that when they arrived about 12.30pm the boy, who was on a family Easter holiday from Auckland, was semi-conscious.
"He was in a serious but stable condition."
Mr Driessen said the Whitianga Westpac Rescue Helicopter had stopped at the Hahei incident on their way back from a separate callout to ensure the boy was in a stable condition.
"They arrived about 5 minutes before we did, and left as soon as we landed. Because the boy was not critical, they were able to just check he was stable and leave. They did not need to treat him," he added.
Mr Driessen said that the last they had heard, the boy was doing well in Auckland's Starship hospital.