A SKYDIVER who fell to his death on a busy Sunshine Coast beach yesterday was doing fine until the last 30m, witnesses said.

They said the solo parachutist was spiralling perfectly to the landing spot at Kings Beach, Caloundra, about 11.10am.

But, as he closed in, the man appeared to misjudge and slammed hard and horizontally into the sand.

His chute had a camera mount and it is believed he was a cameraman for a Sunshine Coast skydiving company.

A group of off-duty nurses, beach visitors and the Sunshine Coast lifeguard service attempted to revive the skydiver, believed to be in his 30s and from Caloundra.

Brisbane man Matt, who was with his girlfriend near the landing site, said a bone was protruding from his right leg and he did not respond to cardiopulmonary resuscitation.

Paramedics, who arrived about five minutes later, continued CPR but the man died on the way to hospital.

"He was spiralling and in control but it looks like he totally misjudged," Matt said. "He yelled out and as he was coming in he just hit hard. He slammed bang into the sand not far from the cross where he was meant to land. He was gone straight away."

Another person at the scene said it was immediately apparent the man had suffered serious internal injuries.

One witness tweeted: "Watching a skydiver fall from the sky and slam into the ground. One of the scariest things I've seen!! He was falling so fast!! So freaking scary."

The man was said to have been an experienced skydiver.

The incident happened in almost perfect weather on a busy section of beach in front of the tourist strip and its many cafes.

It is one of a number of popular beach landing spots for skydivers on the Sunshine Coast.

Caloundra police last night were preparing to contact family and interview witnesses.

Police will prepare a report for the coroner. Workplace Health and Safety will investigate.