Often referred to as the Latvian Riviera, Jūrmala is a relaxed coastal resort stretching along the Baltic Sea just west of Riga. Rather than a single town, it is a collection of districts, with Dzintari and Majori forming the lively central area where most visitors gather. Jūrmala’s defining feature is its exceptional white-sand beach, which runs for around 32 kilometres and is backed by dunes and fragrant pine forests. The shallow coastal waters make it particularly suitable for families, and the beach consistently meets European standards for cleanliness, safety and water quality.
Beyond the shoreline, Jūrmala is known for its distinctive architecture and park-like setting. Elegant wooden villas from the late 19th and early 20th centuries sit alongside modern mansions, hidden among trees and gardens that give the town its calm, spacious feel. For more than two centuries, Jūrmala has also been famous as a spa destination, with mud baths and mineral springs that continue to attract visitors seeking relaxation and wellness treatments.
Life in Jūrmala revolves around its leisurely pace. Pedestrianised Jomas Street is lined with cafés, shops and outdoor terraces and runs parallel to the beach between Bulduri and Majori. Cultural life centres on Dzintari Concert Hall, which hosts classical and contemporary music events throughout the year. With warm summers, long evenings and a soothing seaside atmosphere, Jūrmala offers a perfect balance of beach, culture and relaxation.