A 75-year-old woman suffered serious pain from a suspected broken hip after falling at the seaside.
Pete Revell, coastguard rescue officer with Bacton Coastguard Rescue team, said the incident happened around 1.30pm on Thursday.
He said: "She was a holidaymaker having a leisurely walk with her husband on Mundesley beach. We believe she broke her hip."
Mr Revell said the ambulance service was giving first aid to the woman when they arrived.
He said: "Paramedics were administering pain relief, but she was in a lot of pain. We helped stretcher her off the beach to the waiting ambulance."
The woman was taken to the Norfolk and Norwich University Hospital for further treatment.
Mr Revell added: "Hopefully she will make a speedy recovery."
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