A 71-year-old West Australian businessman has died in a parasailing accident at a beach on the Thai resort island of Phuket.

According to local media, operators told police Roger Hussey accidentally pulled on a hook that unstrapped his harness after confusing the ropes on his parasail.

Mr Hussey fell into the water and beachgoers rushed him to shore, but he was pronounced dead in hospital.

His wife reportedly filmed the accident.

Local media reported that a man from the parasailing operator, who was the boat driver and company owner, was charged with recklessness causing death.

Another man was also being investigated.

Mr Hussey served on boards including Landgate and WA Neuroscience Research Institute. ( Facebook: Roger Hussey )

Parasailing operator Rungroj Rakcheep said he performed a safety check on Mr Hussey before they took off.

"I told him to hold on to the front part of the harness and to run along but he held on to clips," Mr Rakcheep said.

"And it seemed that his body was tightened up."

"I tried to hold the clip and tried to hold him but I couldn't."

Thai police lieutenant colonel Pichai Songmuang said he believed the cause of the incident was negligence by the boat driver and the parasail operator, but also partly caused by the victim.

The parasailing operator and the boat driver have been charged with negligence causing death, he said.

WA business community saddened

Mr Hussey was well known in business circles in Western Australia.

He graduated with a law degree from the University of Western Australia before completing a degree in economics and politics at Oxford.

Mr Hussey established Century Holdings Ltd, an ASX-listed industrial company, which grew from start-up to $250 million in group revenue in Australia and Asia.

He served on a number of boards including WA's land information authority Landgate, WA Neuroscience Research Institute and Bali Eye Foundation.

Mr Hussey has also chaired many other government and community bodies, such as Southern Ports Authority, Princess Margaret Hospital, PMH Child Health Research Institute (now Telethon Kids Institute), Agwest Trade Development, and TAB (WA).

In a statement, Landgate said it had been notified about Mr Hussey's death and offered its sympathies to his family and friends.

"Those who have worked closely with Roger are deeply saddened by this news," it said.

"He served the West Australian community in many ways — as a businessman, board member and advocate for a variety of community causes."

Dean Bowker is on the board of the John Fawcett Foundation, where Mr Hussey had served since 2013, and described him as a humanitarian.

John Fawcett Foundation board member Dean Bowker said Mr Hussey was a humanitarian. ( ABC News: Tom Wildie )

"Roger wanted to help in whatever way he could. He was a quiet, gentle man and a great contributor," Mr Bowker said.

"As our treasurer said in an email this morning, we have lost the ace in the pack."

Southern Ports chairman Robert Cole said the staff and board were saddened to hear of Mr Hussey's death.

"As an experienced board member he brought with him valuable business acumen, including strategic planning and corporate governance skills which put our organisation on a strong footing into the future," Mr Cole said in a statement.

"Our thoughts are with his family and friends at this time."

The Australian Department of Foreign Affairs and Trade said it was aware of the man's death and was providing consular assistance to his family.

ABC/AP