The best way to get to Jurmala is by train. Buy a ticket at the main railway station in Riga to Jurmala-Majori. The trains go every 20 to 30 minutes from platform 3. From Majori station, head left for the beach and the main shopping area is on the right.
Jurmala has an olde-worde holiday resort atmosphere. The weekend I was there, it was the annual street party celebrating the opening of the shopping street. There were wonderful open-air concerts and market stalls.
It was a little blowy, but most bars and restaurants provided guests with blankets to keep out the worst of the wind. When the wind wound down, it was a magical place for a short holiday.
I stayed in the Hotel Majori, which is not as comfortable as advertised, but had a nice restaurant and street cafe.
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