The woman who died attempting to rescue her partner in trouble off Pukehina Beach is Francis Webster.

The 53-year-old Rotorua woman was pulled from the surf unresponsive on Saturday and efforts to revive her failed.

Emergency services tried to save a woman who drowned at Pukehina Beach on Saturday. Photo: Supplied.

It is understood the woman had gone into the water to help her partner who was fishing off the beach when he got in trouble.

The 43-year-old Rotorua man entered the surf for a swim and got into difficulties in a rip about 100 metres from shore, says Tauranga Acting Senior Sergeant Craig Madden.

The woman had gone in after him and both got into trouble.

Emergency services were called to the beach at the end of Rogers Road just after 3pm.

Police say a rescue operation was initiated involving a rescue swimmer, jet ski and other staff. Both people were rescued from the surf but the woman was unable to be revived.

The matter has now been referred to the Coroner.