Tragedy has struck a family after a father died while trying to rescue his son at a NSW beach on Sunday.

Just after 11.30am emergency services were called to Urunga Beach, south of Coffs Harbour, following reports two swimmers were struggling in the water.

Police remove the body of a man who died after trying to save his son at Urunga Beach. Credit:Nine News

A 14-year-old boy had been caught in a rip at the unpatrolled beach when his father tried to rescue him.

The boy made it back to shore, while his 53-year-old father was pulled from the water by lifesavers onto an inflatable boat. Lifesavers commenced CPR but they were unable to revive him.