Six people have been taken to hospital after getting caught in a rip current off the coast of Aberdovey.
The RNLI said eight people had to be rescued after getting in to difficulty at the popular north Wales beach.
Two people were treated at the scene and did not require hospital treatment.
An RNLI spokesperson said a multi-agency response was launched at around 2.20pm following reports of people in trouble in the water.
The HM Coastguard, Welsh Ambulance Service and air ambulance teams were also involved.
Six people were taken to hospital - three by the coastguard helicopter, one by air ambulance and two by road ambulance.
Two other people were checked over by paramedics on scene and did not need hospital treatment.
Teams have now been stood down.
The beach sits inside Snowdonia National Park and is a popular spot with tourists.
Its treacherous currents are well known and swimmers are urged to take care.