PHUKET: A Swiss tourist has died in hospital after being plucked from the sea by lifeguards at a popular Phuket beach yesterday.

He has been named as Robert Roger Jean, 67, who was holidaying at Club Med on Kata beach with his family.

Mr Jean, who appears to have been a good swimmer, was some distance off shore at Kata beach when he waved his arm and appeared to be in difficulties about 4.40pm, a Phuket Lifeguard Club spokesperson said.

''He was a long way out,'' the spokesperson said. ''A lifeguard plunged straight in with a flotation device while others set out on a jet-ski.''

The man was brought back to shore where lifeguards performed resuscitation. He was transferred to Patong Hospital, where he died about 6.30pm. Defibrilation failed to revive him.

It is believed he may have suffered a heart attack in the water.

Phuket lifeguard statistics for July note three drownings at Phuket's popular Karon beach, although the death of one Australian occurred after lifeguards had closed their patrols for the day.

Jennifer Laidley, 44, vanished into the surf at dusk on July 4; Tourist from China Ru Qing Lin, 27, disappeared on July 21 just as patrols were closing; Russian visitor Sergey Pronichev, 38, drowned on July 31.

The statistics report more than 300 rescues at popular west-coast Phuket beaches for the month.

On Friday, Kata beach is to be the setting for a fresh Phuket attempt on the world record for beach massages as part of a campaign hosted by the Public Health Ministry, the Department of Export Promotion and the Tourism Authority of Thailand.