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A Texas tourist who had just arrived in town drowned this afternoon after being caught in an apparent rip tide in the Gulf of Mexico.

The tragic situation unfolded around 1:15 p.m. near the Shirah Beach Access in Destin.

A lifeguard noticed the 39-year old in distress offshore and brought him back in as quickly as possible.

Ongoing life saving measures were immediately underway and Okaloosa County EMS transported the man to the Destin ER where he was pronounced deceased despite the intense efforts to save him.