A father who died while trying desperately to save his young daughter at a Northland beach is being hailed a humble hero who loved his whanau and community.

Friends, colleagues and extended family members of Wairongoa "Magoo'' Renata have paid tribute to a man they say was known to many and would not have had a second thought about putting his own safety aside to help another.

The 54-year-old has been identified as the man who died at Cable Bay on Tuesday.

He had been enjoying the day out when a number of children, including his 11-year-old daughter, became caught in a rip about 4pm.

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Police said Renata, who called for help, was among a number of people to jump in to try and get the children to safety. All were pulled out safely. Renata's daughter was taken to Whangarei Hospital in a critical condition, but has since been discharged.

Paramedics carried out CPR on Renata, but he died at the scene.

A family spokesman told the Herald the whanau was gathering to support one another and to be there for Renata's partner and their children.

He acknowledged the words of kindness and support being offered in online tributes by members of the public and those who had shared time with Renata in his time in the Army as well as at the Palmerston North City Council, where he worked.

One friend said she was still in shock following the news.

"A great family man, huge heart. Would do anything for us and so humble. I will cherish your friendship, Magoo.''

It is understood Renata also has strong links to Kaeo, with a relative saying he would be missed by many within the small township who also knew him for one of his favourite sayings: "Tickety boo".

"He was one of a kind and I think you would be hard pressed to find a person with connections to Kaeo that does not have a special Magoo memory.

"Thoughts are with all his whanau and friends. The world has lost a great man.''

Council colleagues praised his work and love for the local Palmerston North community.

Tiana Rogan wrote online: "Magoo, everyone at Palmerston North Council have nothing but respect and love. Thank you for the help and effort you put into our city and your job.''

While Laura Rose Goodman said: "So much respect to you, Magoo. You'll be missed by so many people. The team at PNCC will miss talking to you. Thoughts go out to your family and friends."