Jūrmala’s beach has always hosted a lively social life. In the 19th century ladies with parasols paraded along the promenades, while in the 1960s the white beaches became a colourful mosaic of bikinis and towels. Today, selfies in front of a magnificent sunset are common. But there have always been two sides to the social scene in Jūrmala, namely, that of the locals and that of the summer holidaymakers. Each group uses the beach very differently. The locals rarely lounge on the beach in the middle of the day; they’re more likely to head to the beach for a walk or healthy jog early in the morning or late in the evening. Holidaymakers, on the other hand, make full use of the beach from midday until sunset. Currently, Jūrmala has 11 developed swimming areas along its beach, of which five (Jaunķemeri, Dzintari, Bulduri, Majori and Dubulti) received Blue Flag certification in 2015, meaning that they meet stringent standards for environmental sustainability as well as water quality and beach management. The swimming areas also accommodate people with special needs.

Latvian practice ARHIS Architects has completed the Observation Tower in Jurmala positioned within the Dzintaru park in Jurmala, Latvia. The 38-meter tall structure is enclosed with an open-air cage allowing screened views of the encompassing nature reserve.

Jomas street - one of the oldest and central streets of Jūrmala with restaurants, summer terraces, hotels and cafés with live music. The name of the street in Latvian means parallel lines in the sand of dunes.

The 3 km long, Ķemeri Moorland footbridge allows you to explore a raised moss marsh untouched by human activity at Ķemeri National Park. A maze of elongated small lakes makes the bog to be one of the most picturesque places in Latvia.