NEW figures show 29 people lost their lives in accidents around the North of England coast last year - the highest number in four years.

A further 52 lives were saved by the RNLI’s lifeboat crews and lifeguards in near misses in the North.

Over the past four years, a total of 90 people have died around the North of England coastline – an average of 23 each year.

Of those, 40 deaths occurred in the North-East.

The RNLI report was published to coincide with a new drowning awareness campaign, Respect the Water, urging people to stay safe this summer.

Michael Avril, RNLI community incident reduction manager for the North of England, said: "With more people losing their lives at the coast each year than are killed in cycling accidents, we’re trying to make people, particularly men, realise that they are at risk from drowning if they don’t follow some basic but important safety advice.

"Of course we want people to go to the coast and enjoy it – we’re lucky to have an exceptional coastline around the UK – but we want people to understand there are risks, and that they should not underestimate the power of the sea."

The figures show a clear gender divide, with adult men accounting for two thirds - 66 per cent - of northern coastal deaths over this time.

The charity said it was everyday use of the coast and sea which often resulted in fatalities, rather than adrenaline sports and rough weather.

Swimming and general leisure use of the water accounted for 20 - 22 per cent - of the coastal deaths in the North since 2010.

Over the four-year period, slips and falls while walking and running accounted for 27 - 30 per cent - of the coastal deaths in the North.