Things to Do in Jūrmala

Jūrmala stretches along 26 kilometers of Baltic coastline just 25 minutes from Riga, making it one of the most accessible beach destinations in the Baltics. This resort town has been drawing visitors since the 19th century, when Russian aristocrats built elaborate wooden villas that still line the pine-shaded streets today. The combination of wide sandy beaches, mineral-rich spa waters, and remarkably well-preserved wooden architecture creates something quite unique - it's simultaneously a proper beach resort and an open-air museum of Baltic resort culture. What strikes most visitors is how Jūrmala manages to feel both refined and relaxed. You'll find yourself wandering between Art Nouveau mansions and modern spa hotels, then ending up on beaches that stretch far enough to find your own quiet spot even in summer. The town actually consists of several districts, each with its own character - Majori buzzes with restaurants and nightlife, while Dzintari offers a more upscale vibe, and the quieter stretches toward Kemeri feel almost untouched.

The dining scene here pleasantly surprises most visitors with its quality and variety. You'll find excellent seafood restaurants serving fresh Baltic catches, traditional Latvian establishments in converted wooden villas, and modern cafes that wouldn't be out of place in Riga. Local specialties include smoked lamprey (an acquired taste but worth trying), various preparations of Baltic herring, and seasonal dishes featuring forest mushrooms and berries. Beach bars and casual spots cluster around Majori and Dzintari, while the more upscale restaurants tend to be scattered throughout the residential areas. Prices are reasonable by Western European standards, with good meals typically running €15-30 per person.

Summer (June through August) is obviously peak season when the beaches come alive and the weather is most reliable for swimming and sunbathing. That said, late spring and early fall can be genuinely lovely - fewer crowds, pleasant walking weather, and many restaurants and attractions still operating. The shoulder seasons also offer better accommodation rates and a more authentic feel of how locals actually use the resort. Winter has its own appeal for spa enthusiasts and those interested in the architecture without beach crowds, though many seasonal businesses close from November through March.