A Queenstown rafting guide who died yesterday has been named locally as Keith "Chief" Haare.

The highly experienced rafting guide who died on Friday in Queenstown is being remembered by dozens of friends and colleagues on social media as a "Kiwi legend" and the "backbone" of the company he worked for.

Tributes on social media said the Haare, known as "Chief", was a "legend in his own time" and a "true natural" rafting guide.

"Sad news...Will never forget all the hardcase times, busting out moves in chicos, busting out moves with Jo Cocker, and of course riding the mighty shot over, RIP my lovely friend [sic]," one person wrote.

Another wrote Chief was the backbone of Queenstown Rafting where he worked, "adored by customers and friend to trainees".

Many referred to Chief as a local and Kiwi legend, saying they would miss seeing his smile and chatting with him.

His bio on the company website said his claim to fame is: "With over 20 years and thousands of trips under my belt, I'm the longest standing river guide for Queenstown Rafting."

The Queenstown community is in shock over the death of the very popular local, who enjoyed playing pool and the guitar.

Police have not yet officially released his name.

A statement from the company yesterday he was found unresponsive in the water of Shotover River after recovering an overturned raft during an excursion about 11 am.

Queenstown Rafting general manager Luke Taylor said in a statement the guide was "well loved and highly respected".

"We are all devastated and staff have been offered support," he said.

"Chief" was one of three guides accompanying 11 passengers on two rafts on a trip between Deep Creek, in Skippers Canyon, and Arthurs Point.

The incident occurred just after he went through a rapid in the "Mother" section of the river, about halfway through the trip.

"Whilst recovering an overturned raft he spoke to the dedicated safety kayaker shortly before he was found unresponsive in the water.

"Extensive CPR was performed at the scene, including the use of a portable defibrillator until paramedics arrived, but he did not survive."

His body was flown from the site soon afternoon by a Lakes District Air Rescue Trust helicopter.

Taylor said the company had suspended its rafting operations and would carry out its own investigation.

The incident was being handled by the police and Maritime New Zealand, and WorkSafe New Zealand had been informed.

Queenstown Rafting, which merged last year with two other companies under the Go Orange brand, claims to be the country's largest whitewater rafting operator.