The town of Jūrmala is proud of its unique natural resources – therapeutic thermal waters, peat mud, pine forests, healthy maritime climate, dunes and beaches covering 32.8 kilometres. The beach is covered in white quartz sand, and “The Blue Flag”, which is a sign of a high quality, safe and well-equipped beach, has been hoisted at Majori and Jaunķemeri beaches. The area has been adjusted for people with special needs. It is an excellent place for family holidays. Jūrmala health resorts and SPA centres offer an extensive range of beauty and health-care procedures.
Jūrmala is proud of its unique wooden architecture which has been a distinctive trait of its urban architecture since the 19th century and the first half of the 20th century. The architectural features of Classicism, Art Nouveau, National Romanticism, and Functionalism harmoniously co-exist here. 414 buildings have been included in the List of Architectural Monuments, but there are more than 4000 historical buildings. Jūrmala also offers the opportunity of recreation at one of the largest aqua parks in northern Europe – "Līvu akvaparks", which offers over 45 attractions for children and adults. "Līvu akvaparks" is open to visitors every day throughout the year. Jūrmala is a city on the waves which invites everybody to keep coming back here. There are several museums and galleries in Jūrmala. International concerts are held here at Dzintari concert hall.