The road toll is 271 following a spate of fatal crashes this weekend -up from 250 the same time last year.
Superintendent Carey Griffiths said the total number of crashes is similar to previous years, but the number of passengers being killed is higher.
He said people need to think carefully about who is behind the wheel and not get into cars with drivers who are drunk or have a history of driving dangerously.
Four people have died so far this weekend.
