One person has died this afternoon following a suspected shark attack at Waihi Beach.

Emergency services were called about 5.10pm after reports of a woman being injured in the water.

"Initial indications suggest she may have been injured by a shark," says a police spokesperson.

"Sadly, she died at the scene a short time later.

"Her death will be referred to the Coroner."

The Tauranga-based TECT Rescue Helicopter was called to the incident but was stood down.