Boasting some of the finest shores in Latvia, Jūrmala Beach stands out with its stunning soft white sand and colourful wooden buildings. Easily accessible from Riga, this beach is a popular spot with locals for swimming come summertime, but remains a mystery for many tourists.

Jūrmala, with its population of 51,000, is recognised as a resort across the Baltic States, and has a deep-rooted history of bathing culture due to the natural properties of its waters. The 24-kilometre stretch of Jūrmala’s coastline, with plenty of shallow water to splash about in, are lined with its fine quartz sands and. 

Its 11 pristine full-service beaches are also split according to whether you’re looking for a tranquil retreat or an area brimming with activities, complete with cafes and play areas for children.

For foodies, Jomas iela hums with life year-round, regardless of the weather. The old centre of Jūrmala’, this spot offers an array of restaurants, pubs and bars with a diverse range of cuisine. 

Visitors flock to Jūrmala’ for its “healing mud” and its air which is supposedly rich with immune boosting phytoncides from its pine forests.

The mud in question is made up of sulfurated, bromide and sodium chloride mineral water, forming medicinal peat. Therefore, Jūrmala has an extensive selection of health, and Spa services .

In contrast to much of Europe’s white-washed beach resorts we may have grown accustomed to, Jūrmala’ is defined by its fairytale wooden architecture, consisting of whimsical homes adorned with ornamental towerlets and verandas. Today, well-preserved historical buildings stand tall, welcoming tourists and offering glimpses into the past—highlights include Rainis and Aspazija Summer House, “Meža māja”, the Ķemeri National Park Information Centre, and Bulduri’s exhibition house.

Nature enthusiasts can explore Jūrmala’s nature trails that weave through ancient forests and swamps. For over a century, Jūrmala’s has hosted open-air concerts. You can enjoy music at the open-air Dzintari Concert Hall and Dzintari Forest Park, surrounded by pine trees. 

Jūrmala also offers public art viewings, particularly at the bustling Dubulti railway station, which has recently become a platform for contemporary art. The Jūrmala Museum, houses over 60 thousand items that tell the resort’s story from the late 19th century to the present day, including old postcards of Jūrmala and works by renowned artists. Jūrmala boasts several galleries and exhibition halls where you can meet local artists, participate in a masterclass, and create your own artwork. 

Its sun, sea breeze, and stretches of white sand is the ideal setting for a plethora of outdoor activities and sports. You can water ski and wakeboard if you fancy a rush, but for those seeking calm, its river mean boats, kayaks and SUPs are all available to rent. Golf aficionados can also rent some clubs at the lush Jūrmala Golf Club & Hotel. 

Come winter, Jūrmala’s beach is transformed into a scenic 20-kilometer cross-country ski track, with dunes covered by pine forests and even the icy curves of the Lielupe River seeing their fair share of skiers.

When tourism took of in Riga initially, holidaymakers lodged in rooms lent out by fishermen. But the birth of the train bought about Jūrmala’ ’s first real tourism boom. In the mid to late 1800s the first holidays homes were built. Boulevards were laid out and picturesque wooden towered villas were constructed to serve as the summer residences of Riga’s affluent residents.

As the Latvian climate can be quite cold in winter, Jūrmala’s holiday season is effectively summer-only,with a noticeable peak in July to August. However, some restaurants remain open year-round, gigs are offered, and there is also a year-round indoor water theme park.