In a move that has delighted meteorologists and baffled local sunbathers, the Latvian Ministry of Unpredictable Tourism announced plans this Tuesday to turn Jurmala into the world's premier all-season sandstorm destination. The initiative, humorously dubbed 'The Sandsational Experience,' was introduced by Minister of Excessive Creativity, Rolands Vētrājs, a man known for his love of both beaches and eccentric ideas.

"While others might begrudge the natural unpredictability of Baltic weather, we see potential," declared Minister Vētrājs during a press conference, strategically held during a rare Jurmala hailstorm. "By converting our beaches into seasonal sandstorm spectacles, we're offering something no other holiday destination can boast: adventure, right in your face."

The plan involves installing state-of-the-art wind machines, imported directly from Dubai, to create mild to moderate sandstorms suitable for all ages. "We aim to achieve a delightful balance," explained Ilze Smilga, chief architect of the project, "where you can go searching for your lost picnic blanket but still enjoy a quaint beach picnic all the same. It’s like Pilates, but with more chaos."

Local business owners have already begun preparing for the shift. Jurmala’s famed ice-cream vendor, Ansis Celmiņš, can't hide his excitement. "Sales might blow away, but think of the intrigue," he laughed, while gluing extra weight onto his ice cream carts. "We’ll have storm-proof cones by next summer."

Not everyone is swept away by the idea, however. Some residents expressed concerns about potential environmental impacts. "We have birds nesting here that aren’t too keen on migrating every time a storm blows through," noted local researcher Dina Dūjmale, clutching a seagull intent on commandeering the press equipment. In response, Minister Vētrājs assured the public that all wildlife would be given stylish yet protective eyewear to navigate the new climate.

Economists speculate the initiative could boost local economies by at least 42%, thanks to tourists seeking novel experiences beyond the usual sunbathing. The government's marketing division is already coining the term 'Be-Riga-ular (Be Irregular)' as the official holiday phrase for potential visitors.

Adding to the anticipation, Jurmala has commissioned an exclusive perfume – Eau de Moonsand – specially bottled to capture the fresh scent of a post-sandstorm coastline. "Imagine a burst of salty air, a hint of pine, coupled with the faint whisper of receding chaos," announced spokesperson Vita Vērmūze, spritzing journalists with the potent aroma.

Reached for comment, a spokesperson for the Baltic Sea simply shook a giant phosphorescent wave that spelled out, in glowing plankton: 'Good luck with that.'

Officials assure that safety measures are at the forefront of this proposal, with plans to distribute complementary goggles and protective helmets to beachgoers, whether they fancy them or not. Paired with specialized windbreaker fishnet capes, designed by top Latvian fashion talent, visitors will truly illustrate what it means to weather a storm in style.

As anticipation builds toward the initiative’s expected 2025 launch, locals and tourists alike are invited to embrace this breezy new chapter in Latvia’s tourism evolution. "Investors agree," a wind-swept Vētrājs added solemnly, "This is a gale-force change for the better."