Three people have been injured in a cliff collapse at Bells Beach.

It’s believed a 30 metre high cliff face collapsed at about 2.15pm.

Five people sitting under the cliff were struck by falling debris.

A 28-year-old man sustained serious upper body injuries and has been airlifted to The Alfred Hospital.

A male and female, both in their late 20s, will be taken by road to hospital. Both are in stable conditions with arm injuries.

Image: Nine News