THOUSANDS of people ignored warnings to stay in the shade and headed for the beach yesterday as Brighton sweltered in 30C heat.

The seafront was rammed as the potentially record-breaking heatwave continued. It was forecast to hit 33C by the end of the day.

A man died on the beach on Saturday. Emergency services were called to the seafront opposite the Queen's Hotel at about 7.10pm.

Police said a 37-year-old man was taken to hospital, but later died. His next of kin have been informed.

“There are no suspicious circumstances, and a report will be prepared for HM Coroner,” a police spokesman said.

A witness at the scene said the man was pulled from the water and the area of beach was cleared. 

She said: "We saw him being dragged out of the water and CPR being administered. The ambulance staff and police were there within two or three minutes.”

Brighton and Hove is included in the Met Office’s extreme heat amber weather warning, which is in place until midnight tonight.

It means there could be a danger to life due to heat.

The Argus: Ahmad Abouzeid and Hani Hamouda flew over from CairoAhmad Abouzeid and Hani Hamouda flew over from Cairo

Some parts of England have been issued with a red warning.

But the warnings did little to deter sun-seekers yesterday. The beaches were packed, and students from the University of Sussex, whose graduation ceremony was held in the Brighton Centre, were enjoying themselves along King's Road.

Visitor Ahmad Abouzeid, who had come to Brighton from Egypt for a holiday, said that he had never been sunburnt before.

“But now, three days in the UK and look at my legs, they’re red,” he said.

Lorraine and Keith Coleman travelled from Bromley for the day to enjoy the beach.

The Argus: Lorraine and Keith ColemanLorraine and Keith Coleman

"We often do it, come down for a few beers, but this is lovely,” said Keith.

“There's a bit of a breeze as well so it's great. We were at home in the garden and just had to get out.”

Traders were making the most of the heatwave, too.

A woman who gave her name only as Lucy was working in an ice cream van next to the i360 and said business was booming.

“You couldn't even see the pebbles on the beach due to the amount of people, it's been crazy,” she said.

The Argus: Students graduating on the sea frontStudents graduating on the sea front

“It’s been so great to see everyone out and enjoying the sun though, just as it should be."

But those hoping to cool off in the sea could face travel disruptions. Network Rail warned that journey times may double as speed restrictions are put in place for trains over fears the heat could buckle the tracks.