Seaside Serenity and Forest Whispers: A First-Timer’s Guide to Jūrmala, Latvia’s Hidden Coastal Gem

If Riga is Latvia’s beating heart, then Jūrmala is its deep, calming breath. Tucked just 25 kilometers from the capital but worlds away in atmosphere, Jūrmala is a soulful escape wrapped in pine-scented breezes, white sand beaches, and quaint wooden cottages that seem to hum with Baltic folklore. While it remains off the radar for many international travelers, those who venture here are rewarded with a coastal retreat that feels equal parts nostalgic, rejuvenating, and quietly luxurious.

Jūrmala and the Baltic Sea

A Town Built on Beauty and Balance

Jūrmala isn’t just a beach town—it’s a string of seaside villages stitched together along 26 kilometers of pristine Baltic coastline. Each neighborhood, from Majori to Dubulti to Kemeri, has its own flavor, yet a shared sense of peace and simplicity connects all. Trains run regularly from Riga, making the journey effortless—just 30 minutes, and you’re stepping into another rhythm of life.

What sets Jūrmala apart isn’t flashy attractions but its natural elegance. The beach here is wide and gentle, with powdery quartz sand so soft it’s like walking on warm clouds. During summer, the water is calm and surprisingly swimmable for the Baltics. In cooler months, beach walks under gray skies offer a kind of soul-deep clarity that only the sea can provide.

Observation Tower in Dzintari Park

Where Forest Meets Sea

One of Jūrmala’s most captivating traits is how its pine forests and dunes blend into everyday life. Imagine waking to birdsong, walking down a tree-lined path past old wooden villas—many in traditional Latvian “lacework” style—and arriving at a beach with hardly another soul in sight.

Don’t miss a walk along the Dzintari Forest Park, a family-friendly green space with cycling trails, treetop observation towers, and peaceful picnic spots. Climb the 33.5-meter lookout for a view that stretches across the treetops to the shimmering sea.

Jurmala Spa Hotel

Soak in the Spa Culture

Jūrmala has long been known as a wellness destination. Its spa culture is affordable and authentically rooted in nature. Think mineral-rich mud baths, salt therapy, and thermal water treatments drawn from underground springs. Head to the historic Baltic Beach Hotel & SPA or Hotel Jūrmala Spa for indulgent experiences that leave you glowing inside and out.

Try one of the smaller guesthouse spas for a local touch, where Latvian herbal treatments and forest-inspired rituals are practiced with quiet reverence.

Jomas Street in Jurmala

Charming Streets and Slow Living

Stroll down Jomas Street, the pedestrian heart of Jūrmala, where cozy cafés, artisanal ice cream shops, and local boutiques invite lingering. You won’t find chain stores here—just handmade goods, fresh pastries, and slow, mindful moments that city life rarely allows.

Be sure to peek into the Jūrmala City Museum, a small gem that captures the area’s evolution from 19th-century health resort to modern seaside sanctuary. The exhibit on historic swimwear alone is worth a smile.

Kemeri National Park

Off-the-Beaten Detour: Kemeri National Park

If time allows, venture out to Kemeri National Park, a half-hour away, and home to Latvia’s otherworldly bog landscapes. Walk the boardwalk across ancient peatlands, watch mist rise at sunrise, and listen to cranes calling across the marsh. It’s nature’s quiet drama at its best—and far from any tourist crowd.

Jūrmala isn’t loud—it whispers. It invites you to slow down, breathe deeply, and rediscover the joy of simply being. Whether it’s your first or tenth visit, this Baltic gem always feels like a quiet revelation. Schedule a consultation to start planning your trip to Latvia.