Jurmala is the largest resort town on the Baltic Sea coast, located just 20 km from Riga. For more than two centuries, it has been attracting holidaymakers with a unique atmosphere created by the presence of the sea, a 24-km-long golden beach and romantic wooden architecture. Here, untouched natural landscapes, kind people and a rich cultural and historical heritage coexist harmoniously.
Jurmala offers a variety of recreational opportunities every year – from breathtaking sunsets by the sea to dynamic festivals under the open sky. This article summarises inspiring ideas for a romantic and interesting time in Jurmala – from fantastic beaches and active recreation, to cultural experiences, events and special events.
Fantastic beaches
Jurmala is proud of its wide and sandy beaches, stretching for tens of kilometres along the calm waters of the Gulf of Riga. The sand here is especially fine and sparkling, but the sea on the shore is shallow and warm for a long time – ideal for safe family swimming. Everyone can find their favourite place on the beach, as it forms a string of pearls, with each beach area having its own character.
Some beach areas are located in busy parts of the city, where there is a joyful bustle all year round, music is playing and beach cafés are open until late at night. Others resemble quiet and secluded islands – there you can enjoy peace and solitude in the dunes surrounded by a pine forest. Despite the different atmosphere, Jurmala's beaches are well-kept and safe – the coastal sand is regularly cleaned and raked, and the quality of the water is checked twice a month during the swimming season. Of the eleven official bathing areas, ten have consistently shown excellent water quality.
There’s something for everyone – the most active people play beach volleyball or football on specially equipped courts, while romantics go for long walks along the seashore, collecting seashells and watching the sunset play colours in the sky.
Active recreation
The natural environment of Jurmala – sun, sea, white sandy beaches and fresh air of pine trees – is created for active recreation and sports activities in the fresh air. Many choose long, leisurely walks, running along the seashore and along forest trails in the dunes or Nordic walking.
Wind and adrenaline lovers can do water sports – in Jurmala you can go water skiing and do it in a specially established park Ski Wake Jurmala, where all the necessary equipment and advice from trainers are available. Lovers of more peaceful recreation can rent boats, kayaks or SUP boards and go on a trip along the picturesque Lielupe River or even along the marsh lakes in the Ķemeri National Park. Well-maintained swimming areas have been established on the banks of the Lielupe, where small boats and yachts are available in the summer, offering trips along the river and the sea coast.
There are several cycling routes in Jurmala, and cycling enthusiasts can rent bicycles to explore the city, pine forest trails and the seaside. There are also sports fields and tennis courts, while golf enthusiasts can try their hand at the Jurmala Golf Club, where the wide green fields offer a wonderful view and the opportunity to relax in an elegant sporty atmosphere.
In the winter season, Jurmala surprises with its possibilities – the snowy beach turns into a twenty-kilometre cross-country ski trail, and skiers' tracks are often visible on the snowy forest trails and even the frozen Lielupe River.
Museum Visits
To get to know the rich history of Jurmala and the traditions of the resort, it is definitely worth visiting the local museums. The Jurmala City Museum in the Majori centre houses more than sixty thousand exhibits that tell the story of the life of the resort town from the end of the nineteenth century to the present day. Here you can see both old postcards with views of Jurmala and works of famous artists, gaining a full picture of the development of the city through the ages.
In Dubulti, the historic station building has been transformed into an unconventional art space – the Dubulti Art Station, where contemporary art exhibitions are regularly held. It is an unusual gallery in a public environment, where works of art meet the daily rush of train passengers. There is no shortage of art in Jurmala at all – the city has several art galleries and exhibition halls where you can meet local artists, see their work and even take part in creative master classes.
A special place in Jurmala’s cultural life is occupied by various memorial museums that allow you to look into the lives of notable personalities. One of such treasures is Aspazija’s House in Dubulti – a historic two-storey wooden villa where the famous Latvian poet and playwright Aspazija lived. Behind the captivating facade of this house lies the most unusual museum in Jurmala, which literally allows visitors to travel back in time, returning to the thirties of the twentieth century. The museum rooms are decorated in the style of that era – the luxurious guest salon, the cosy veranda and the writer’s personal study with original furniture and works of art create an authentic atmosphere of that time. However, the most surprising thing is the presence of modern technology – with the help of interactive solutions, you can “meet” Aspazija herself and her beloved cats in the museum, who appear digitally in the rooms of the house and lazily watch the guests, winking or meowing quietly from time to time. Visiting “Aspazija’s House” is free, and using an audio guide, it is Aspazija’s voice that can lead you through the rooms, revealing the secrets of the house.
The special Jomas Street
No visit to Jurmala is complete without a stroll along Jomas Street – the most famous and busiest pedestrian street in the resort town. Jomas Street is the main artery of Jurmala, which is active in all seasons. In summer, it is filled with a continuous flow of vacationers in shorts and summer dresses, in winter – leisurely people enjoying coffee in warm coats.
Back in the nineteenth century, there were only sand dunes and paths here, but the wind created long parallel strips or “jomas” between the dunes, along which the road gradually formed. This natural phenomenon gave the street its name. Today, Jomas Street is a social, cultural and nightlife centre – here you can find many cafés, restaurants with summer terraces, elegant shops and souvenir shops, street artists delight passers-by, concerts are held and on warm evenings even open-air cinema screenings.
Jomas Street is also historically significant – it is one of the oldest streets in Jurmala. The city is proud that Jomas Street was the first to be closed to motor vehicles, becoming a full-fledged pedestrian street. In honour of this event, the Jomas Street Festival is held every year, which usually takes place in the middle of summer. During the festival, the street turns into one big stage and market – concerts are held, dancers and street theatres perform, there are attractions for children, and the terraces of cafés are filled with live music until midnight.
Jurmala Open-Air Museum and Fishing Village Traditions
To feel the true spirit of a seaside fishing village, it is worth visiting the Jurmala Open Air Museum. This museum is located in Buļļuciems, at the foot of the Ragakāpa Nature Park, surrounded by a beautiful pine forest, and is the largest and most attractive museum in the city. The museum has an authentic coastal fisherman's homestead from the late nineteenth and early twentieth centuries with all its characteristic buildings.
Visitors can see a real workshop where fishing nets were once stored and repaired, a historic residential house with household items, a granary, a fish smokehouse and even an old floating platform that used to serve as a bathing house. The museum boasts impressive collections – here you can see an extensive collection of ancient anchors, as well as wooden boats and small boats of various sizes used in fishing. Also unique is the richest collection of rope-making tools and materials in Latvia, which shows how thick sea ropes and fine net threads were once twisted.
In addition to the exhibitions, the Open-Air Museum organises several traditional events every year, which are popular with both locals and tourists. In the spring, Easter is celebrated here with egg painting and swing making, at the summer solstice, Midsummer celebrations with wreath weaving, cheese making and songs take place, and in the autumn, the Harvest Festival, where autumn's bounty is brought to the table.
Every Thursday in the middle of summer, the Open-Air Museum hosts a special series of events called "Thursday – Fish Day", which has become very popular. During these days, the smell of smoked fish pleasantly wafts through the museum's fishermen's farm – visitors can watch a skilful demonstration of fish smoking, participate in the preparation of fish themselves and, of course, taste freshly hot-smoked fish. Visiting the Open-Air Museum is free, and it is a great opportunity to spend time in the open air in an educational and exciting way, to feel the cultural and historical heritage of Jurmala and the special romance of a fishing village.
Concerts and music festivals
Jurmala has long been known as the summer music capital of Latvia – since the end of the nineteenth century, concerts have been held here, bringing together people from all over the world. Today, Jurmala is still filled with music every summer. The Dzintari Concert Hall, which is an architectural gem in itself with a historic indoor hall and a modern open-air stage, becomes the home of many world-class music events.
The Jurmala Festival, which has become a tradition of good music, annually brings together outstanding Latvian and foreign artists. The special event of this festival is the Sunrise Concert on the Beach – in the early morning hours, as the sun rises over the sea, the sounds of music fill Majori Beach, creating an unforgettable and surprisingly beautiful experience for listeners.
Alongside classical music, Jurmala also hosts brilliant popular music festivals. One of the most anticipated is the Laima Rendezvous festival, which is held in Jūrmala every summer by the famous singer Laima Vaikule. World-class artists and beloved musicians in Latvia meet on the stage of Laima Rendezvous, giving the audience an unforgettable, emotionally rich musical experience.
The International Ballet Festival Ballet Stars in Jurmala is also held in Jurmala, where spectators can enjoy the performance of world-famous ballet soloists under the stars.
At the end of summer, the Inese Galante Foundation project – the Baltic Awards festival – is held in Jurmala every year, which is created in cooperation with public and educational organisations, professional associations and diplomatic representatives of the three Baltic states – Latvia, Lithuania and Estonia. The aim of the concerts is to attract a diverse audience without losing high standards of quality and elegance.
Jurmala is a city of dreams and inspiration by the sea, where every sunset turns into a show without a ticket and every morning brings new impressions. Here, golden beaches alternate with green pine forests, historic wooden villas with a lively modern rhythm, and quiet natural landscapes with magnificent festivals and concerts. Jurmala inspires both romantic seekers and lovers of active recreation, offering unforgettable experiences at every turn.
