Two cars collided near the junction with Cononley Lane Ends, on the A629 between Kildwick and Skipton, at around 3pm.
The vehicles were believed to be an Alfa Romeo, carrying the man who died, and a Peugeot carrying two men and two women.
Fire crews from Keighley, Silsden and Skipton were called to the scene.
A member of the Keighley fire crew said he believed the accident happened on the bend on the Keighley side of the Cononley junction.
He said: “It involved two cars going either way on the bend.
“When we were en route we were told that members of the public were performing CPR.”
The firefighter said the driver of the Alfa Romeo, a young man, died at the scene.
He and his colleagues helped clear space so that paramedics could treat the occupants of the Peugeot.
He added: “As far as we know they’re okay. There were a couple of people who were already out.”
North Yorkshire Police refused to comment at the current time.
Local councillors and residents have campaigned for several years for safety improvements at the Cononley Lane Ends junction, which is only yards from the site of today’s accident.
Three months ago, at a packed public meeting, suggested measures included a flashing road sign and speed limit.
The junction is classed as the worst in Craven, and seventh worst in North Yorkshire.