A woman has died at Waihi Beach in a possible shark attack today.
Emergency services were called at about 5.10pm after reports of a woman being injured in the water.
Police said initial indications suggested she may have been injured by a shark and died at the scene a short time later.
The death will be referred to the coroner.
Western Bay of Plenty District Mayor Garry Webber said he had lived there since 1998.
"I can't recall another one [shark attack] in my time in the last 25 to 30 years."