A married couple from the United Kingdom has died in a tragic drowning at a popular NSW beach.

The 66-year-old man and his 64-year-old wife had gone for a swim at Shellharbour Beach after 11am this morning when police believe they potentially became caught in a rip.

Three bystanders, including two off-duty nurses and a young man, saw the couple struggling in the water and pulled them onto the sand.

Emergency services were called to the scene after the husband and wife were pulled from the water. (WIN News)

Lake Illawarra Police District Inspector Luke Geradts said police believe the couple were unconscious when they were pulled from the water.

The bystanders gave the couple CPR in front of some of their relatives.

Paramedics arrived at the scene off Boollawarroo Parade in Shell Cove and tried to save the couple.

Geradts said the couple were unable to be revived and died at the scene despite the best efforts of everyone at the scene.

The couple, who had travelled from the UK to the Illawarra region to visit family, have not been formally identified.

“The relatives are taking it really hard, as you can imagine,” Geradts said.

“We’re working closely with them to assist them as best as we can.

“I want to take the opportunity to commend the members of the public who assisted in the initial response, including female off-duty nurses and a young male, who pulled the couple from the water and gave the couple the best chance of survival.

“Although a tragic outcome today, their efforts are to be commended and really did give the couple the best chance.

Police described the deaths as “tragic” and offered their condolences to the couple’s family. (WIN News)

“This is a timely reminder of the dangers and the unpredictability of the ocean.

“It’s a tragic incident and our hearts go out to the family who has lost their loved ones today.”

Geradts said conditions were rough at Shellharbour Beach today and early indications suggested the couple was caught in a rip.

He said the scene was “confronting” for emergency services crews.

“It was a large emergency services response and we always take these jobs hard,” Geradts said.

“Any time we have to go to a job like this and see a family lose a loved one, that’s really hard.”

Geradts encouraged people to swim between the flags and go to a patrolled beach whenever it is possible.

A witness told local newspaper the Illawarra Mercury she had been walking along the beach with her friend when the pair came across emergency services.

“It was pretty calm, everyone knew what they were doing,” she said.

“It wasn’t a mad panic, everyone just switched into what they were doing.

“It puts it all into perspective how quick things can go wrong.”

A report will be prepared for the information of the coroner.

Shellharbour Beach is a popular tourist hotspot located in the NSW Illawarra region.