Drama strikes again at Wedding Cake Rock.

The tourist attraction is apparently as irresistible as it sounds.

Two men fell from the popular Wedding Cake Rock, landing on a ledge a few metres below, narrowly avoiding a sheer 25 metre drop into the ocean.

The men, both aged in their early 20s, had to be winched to safety and one suffered a serious spinal injury, the ABC reports.

It’s certainly not the first drama at the site of the iconic New South Wales tourist hotspot, which resembles a large piece of wedding cake.

Two men winched off Wedding Cake Rock https://t.co/abILP3cchT pic.twitter.com/KJfTYhahZS

— Australia Channel (@AustChannel) November 8, 2015

The rock was closed off to the public earlier this year after proving a popular place for dangerous stunts and risky selfies. Photos of people doing handstands and sitting on the edge of the limestone attraction south of Sydney are regularly posted to social media. In June 2014, a university student fell to his death when a nearby cliff collapsed. 

If you ever find yourself at the edge of the world, you do whatcha feel! #weddingcakerock #justdoit #Oz #bigdrop A photo posted by derek gong (@dewgong93) on Oct 26, 2015 at 6:50am PDT

Experts have determined the famous rock is unstable and will likely collapse within the next 10 years.

Despite the dangers, the rock’s popularity has spiked this year, with the number of visitors markedly increasing.