At least three people died and 17 suffered serious injuries when a powerful wave struck a popular beach in Durban, emergency officials said Sunday.

The incident occurred at around 5 p.m. local time (1500 GMT) at the Bay of Plenty, one of South Africa's most popular beaches.

"There was a freak wave that washed some people to sea, three have drowned and 17 people have been taken to hospital," Robert McKenzie, spokesman of the KwaZulu-Natal provincial first responders services, told AFP.

EMS spokesman Njabulo Dlungele posted a tweet Sunday, confirming a teenager was amongst the three declared dead at the scene.

The emergency services said they were afraid the death toll would rise after the "uncommon" event.

"It took a team of 35 lifeguards to execute a mass rescue effort and another team of paramedics to attend to the more than 100 people who were involved in the incident. Despite the best efforts of the emergency response team, three people lost their lives, with others transported to the hospital," Municipal spokesperson Msawakhe Mayisela said, according to Sunday Times.

KwaZulu-Natal premier Nomusa Dube-Ncube directed authorities to prioritize support for all affected families. She further called on authorities manning the beaches and sea areas to ensure adequate and preventative safety measures are in place to avoid further loss.

The premier also appealed to all beachgoers to follow safety advice and swim in areas protected by lifeguards.

An investigation was launched into the incident by the municipality.

The reopening of beaches in Durban has been a gradual process as the city works to repair its sewer system, which was severely damaged by floods earlier this year. High levels of E. coli were found in the water, making it unsafe for swimming.

In a separate incident, a 4-year-old boy tragically drowned Thursday in a swimming pool on the Bluff in Durban south area. Garrith Jamieson of ALS Paramedics said they arrived at the home to find the boy in a state of cardiac arrest. "Despite a lengthy resuscitation effort from all paramedics, unfortunately, the child passed away on the scene. It is alleged the child fell into the pool and was found in the water before CPR was started," he added.

Beach Durban
A Beach in Durban, South Africa Flickr