When I went there was no sign pointing to the small parking lot, so I just had to turn and go down the rutted dirt road (easier in a 4-wheel ATV). You get the impression they don't really want visitors to go there anymore, and I could sorta see the reasons. As has been mentioned, you have to take a trail from the lot to get to the cove beach, and you pass by an ancient crematorium that looks like just a pile of rocks forming a small headland but is hallowed ground and something they really, really don't want you to walk on, as walking on that is like walking on an ahu. There are also some rare plant species in the area that they're trying to seed and grow.
To get to the cove beach itself you have to climb over and down the lava boulders, and the two people who got there after me weren't as intrepid as I was about that. But I can't really rate the beach much at all. It reminded me of a tiny beach or two I saw on the Kalaulau trail in Kauai, where sometimes currents are so dangerous they sweep people off the SAND and out to sea. I don't know if that's a potential problem, but there's definitely no lifeguard or facilities and I wouldn't chance it. I didn't see anything about swimmability that came close to beating Anakena. High tides might also make your return trip tougher than the outbound. The wall of reddish lava backing the beach is almost menacing-looking, and it's hard not to think of some little piece coming loose and falling down.
So it's not much of a beach and they don't want you to ruin the site by walking over the crematorium or going off the trail or bringing in invasive species, even accidentally. Not much of a positive reason to go, except maybe to have a beach to yourself, and Anakena has so much more sand that it's easy to find a patch well away from people anyway. I predict they'll have to formally close the site to all but guided tours.
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