Koroit Police Sergeant Pat Day said a Melbourne man, 62, was visiting the area with family and friends when he suffered a medical episode at the lookout on the Tower Hill Peak Walk.

"At the top at the lookout he had a medical emergency and collapsed," Sergeant Day said.

"Regional Ambulance Victoria, SES and police attended but he was unable to be revived.

"A report will be made to the coroner, the cause of death is still to be determined.

"The SES did a brilliant job using their equipment to convey the deceased person from the peak to the car park."

SES Port Fairy unit controller Stephen McDowell said it was a "tragic" and "traumatising" event for all involved.

"It's tragic, this is the third in two weeks," he said.

"We supported the family who were up there at the time and did what we could for them.

"It was traumatic for all agencies involved, we will continue to support them and the family at this very sad time."

He said the incident served as an important reminder to people to ensure they were aware of their location in case of an emergency.

"These people were well-prepared, they did have their phones with them and they did send another family member down to meet us at the road who directed us in which saved us a fair bit of time.

"If people are bushwalking we ask they make sure they are aware of their location so if something does go wrong then when emergency services are called they can be directed towards the quickest and safest route and get there in the shortest amount of time possible."

Earlier, 6.15pm: An Ambulance Victoria spokeswoman said the death of a man at Tower Hill on Friday afternoon was the result of a medical condition.

Paramedics were called to the Tower Hill Wildlife Reserve around 3.40pm.

Emergency services worked to carry the body of the man down the steep terrain around 5.40pm.

The scene has been closed.

Earlier: The entrance to Tower Hill Wildlife Reserve is closed after a man died at the popular park this afternoon.

Police, ambulance, CFA and State Emergency Service units are present inside the park.

Police have confirmed a man has died but the cause is unknown.

Motorists are advised to avoid the area.

No further details are available at this point.