Environmentalists may have more to worry about after the world's first refrigerated beach is unwrapped in blistering Dubai - so that wealthy travellers can keep their feet from burning.
The avant-garde coastline, which will be making waves while neighbouring the posh new Palazzo Versace hotel in the most populous city of the United Arab Emirates, is due to open in late 2009 or early 2010.
The normally blazing sand is to be controlled with a computer-linked system of coolant-filled pipes to keep at-ease temperatures.
Visitors wishing to beat the 50 degree Celsius heat wave could take a plunge in a cooled swimming pool or simply feel the gentle wind generated by huge blowers.
The gimmicks at the 213-room hotel have incurred the wrath of campaigners who condemned the idea for adding to the climate change troubles.
"Dubai is like a bubble world where the things that are worrying the rest of the world, like climate change, are simply ignored so people can continue destructive lifestyles," the Sun quoted Rachel Noble, of Tourism Concern, as saying.
However, Soheil Abedian, president of the company that owns the Palazzo Versace, said: "This is the kind of luxury top people want."