Rescued windsurfers are among increasing numbers using beaches
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Beach lifeguards in the South West had one of their busiest years in 2008, despite the poor summer weather.
The RNLI, which took on 23 new beaches in the region, said it helped 9,801 people and saved 39 lives.
And it said the work of lifeguards was likely to increase with more people taking part in watersports.
Lifeboats in the region, which includes Devon, Cornwall, north Somerset, Dorset and the Channel Islands, rescued 1,671 people, up 200 on 2007.
Falmouth inshore lifeboat had its busiest year yet with 76 call-outs compared with its previous highest figure of 59.
Steve Instance, lifeguard inspector for the South West, told BBC News: "We had one of our wettest Augusts ever and we were still busy. It shows the determination of the British public.
"But we are also seeing a change in the people coming to Cornwall. Rather than a seaside holiday when they'll sit on the beach all day, they are coming for activity holidays and they are going in the water no matter what."
RNLI lifeguards patrol 89 beaches in the region including Cornwall's busiest beach, Perranporth, where lifeguards rescued 550 people last year.
The busiest beach in the region was Woolacombe in north Devon where lifeguards helped 606 people.
Mr Instance said: "With wetsuits and surfboards available all over the place, we get more people spending more time in the water."
The RNLI is holding a number of fund-raising events around the region on Friday.
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