Coastguards in Lincolnshire have said people are ignoring warnings about using inflatables in the sea. It comes after a 46-year-old man died on Thursday after drifting out to sea on a dinghy and trying to swim back.
The dead man was named on Friday as Ewan McAllister from Balsall Heath, Birmingham, he was on holiday in Skegness with his wife and child.
He was rescued by coastguards and a helicopter from RAF Leconfield but was pronounced dead in hospital later.
Pete Newsome, from Skegness lifeboat station, said his team patrol beaches warning people of the dangers and does not know what more they can do.
Meanwhile, police are appealing for witnesses to the fatal incident to contact them.