Jomas iela (Jomas Street) is the heart of Jurmala. Holidaymakers fill the city’s main street every summer, and it’s said that this is the place where the Resort of Jurmala began. Back when Jurmala was still mostly just large expanses of sand, the wind blew it here and there, naturally forming a series of dunes and valleys. In Latvian, such a valley is called a “joma”, and a main road, now called Jomas iela, was eventually established along one of these valleys. The more than a kilometer long pedestrian street is where the town’s fanciest boutiques and most popular cafés and restaurants are located. Along the way, enjoy Jurmalas wooden architecture that's been a trademark of the city for centuries. These beautiful buildings will lead you right to the most popular beach, so if you plan to swim, don't forget your swimwear. After the beach, your guide will take you back to your hotel or any other location by your choosing.