Things appear so obvious when your standing there relaxed on the beach looking up at the sky. Different thing when your up there and your little world goes bad. Suddenly what you perceive is seen through a tight little tunnel of vision that finds it difficult to differentiate objects below - unless you look directly at something on the ground objects become blurred and unnoticed. So many things to do and milliseconds to make decisions...
It may have only been on very short final that the pilot became aware of the people on the beach and then it would have been to late to avoid them.
Found a video that shows the aircraft on a part of the beach away from the sunbathers:
https://m.youtube.com/watch?v=Trf_hTxDNOk
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