Latvia
Riga's UNESCO Art Nouveau, Jūrmala beaches and Sigulda castles
Best Deal of Latvia
Overview
Things To Do
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Travel Guide
Latvia is one of the Baltic States' most beautiful and culturally rich holiday destinations, located on the eastern shore of the Baltic Sea just over two and a half hours from the UK. Bordered by Estonia, Lithuania, Belarus and Russia and shaped by 500km of Baltic coastline, Latvia blends medieval old towns, Art Nouveau architecture, ancient forests and unspoiled beaches into a uniquely affordable European city-break destination. The capital Riga draws visitors with its UNESCO-listed Old Town, the world's largest Art Nouveau collection of 800 buildings, the 13th-century Riga Cathedral and the historic Central Market built from repurposed Zeppelin hangars. Beyond Riga, the seaside resort of Jūrmala stretches 33km along the Baltic coast, while Sigulda's medieval castles, Cape Kolka's wild dunes and the forests of Gauja National Park deliver Latvia's natural depth. With Christmas markets, traditional Latvian cuisine and direct UK flights, Latvia is ideal for city breaks, couples holidays, family holidays and Baltic cultural escapes. Johnson Holidays offers ATOL-protected Latvia holidays and Baltic package holidays from multiple UK airports.
✨ Why Visit Latvia
- The world's largest Art Nouveau collection — Riga holds approximately 800 Art Nouveau buildings, with Mikhail Eisenstein's Alberta Street the architectural highlight.
- Riga's UNESCO-listed medieval Old Town — cobbled streets, 13th-century guild houses, the Three Brothers and Dome Square at the historic heart of the city.
- One of Europe's most affordable capitals — Riga delivers pints from £2.50, three-course dinners from £15pp and four-star hotels from £75 a night.
- A 33km Baltic-coast beach at Jūrmala — Latvia's leading seaside resort with white sand and historic wooden Art Nouveau villa architecture.
- A 2hr 40min flight from the UK — easyJet, Ryanair and airBaltic fly direct from London Stansted, Gatwick, Luton, Manchester and Dublin into Riga (RIX).
- Europe's least-crowded Christmas markets — Riga's Old Town Christmas market (the world's first recorded Christmas tree, 1510) draws far smaller crowds than Vienna or Prague.
? What Makes Latvia Special
Unlike Estonia and Lithuania, Latvia sits at the geographic centre of the Baltic States — Riga is the largest and most cosmopolitan Baltic capital, with the deepest UNESCO heritage, the widest restaurant scene and the densest Art Nouveau concentration on Earth. Unlike most short-haul European destinations, Latvia delivers genuine countryside variety just 30 minutes from the capital — the Jūrmala beach resort, Gauja National Park's forests and Sigulda's medieval castles are all reachable by suburban train from central Riga. And unlike anywhere else in the EU, Latvia pairs UNESCO architecture, the Baltic coast and traditional Latvian wooden villa heritage at price points 40–50% below Western European capitals. The combination of world-class Art Nouveau, Baltic beaches, medieval old towns and short-break affordability makes Latvia the Baltic States' most rewarding first-visit destination.
? Key Areas to Explore
- Riga Old Town (Vecrīga) — The UNESCO-listed medieval heart, with Riga Cathedral, St Peter's Church, the House of the Blackheads and the Three Brothers.
- Art Nouveau District (Alberta iela & Elizabetes iela) — The world's densest concentration of 800 Art Nouveau buildings, mostly by Mikhail Eisenstein.
- Riga Central Market — Europe's largest indoor market in five 1922 repurposed Zeppelin hangars.
- Andrejosta Marina (Riga harbour) — Modern waterfront with restaurants and the Riga Bourse Art Museum.
- Mežaparks (north-east Riga) — Forested park district with Latvia's national open-air ethnographic museum and the Riga Zoo.
- Jūrmala — Latvia's leading Baltic beach resort with 33km of sand and historic wooden Art Nouveau villas.
- Gauja National Park (north-east of Riga) — Latvia's largest national park, with the Gauja river, ancient forests and the Sigulda medieval castle complex.
- Sigulda — The "Switzerland of Latvia" with three 13th-century castle ruins and summer cable-car access.
- Cape Kolka — The wild sand-spit at the meeting point of the Baltic Sea and Gulf of Riga.
- Rundāle Palace — The Baltic's finest baroque palace (1736), built by Italian architect Bartolomeo Rastrelli for the Duke of Courland.
A Baltic country that pairs UNESCO Art Nouveau with medieval old towns, 500km of Baltic coastline and forests of ancient timber — broken down by category below.
?️ Nature & Outdoor Activities
- Cycle the EuroVelo 13 Baltic coast route
- Hike the Gauja National Park forests near Sigulda
- Cross-country ski the Sigulda trails (December to March)
- Bog walking on raised wooden boardwalks at Ķemeri National Park
- Bird-watching at Lake Engure (one of Europe's leading wetland reserves)
?️ Beaches
- Jūrmala (Majori beach) — Latvia's headline 33km Baltic-coast resort
- Liepāja (south-west Latvia) — long Blue Flag beach with karosta naval heritage
- Saulkrasti — quieter family beach resort 45km north of Riga
- Ventspils — Blue Flag western Baltic resort with the maritime museum
?️ Food & Drink
- Order pelmeņi (Latvian-Russian filled dumplings) at Lido Atpūtas Centrs in Riga
- Try grey peas with bacon (the unofficial Latvian national dish) at Folkklubs Ala Pagrabs
- Sample rye bread (rupjmaize) and smoked Baltic fish at Riga Central Market
- Order Black Balsam herbal liqueur shots at Black Magic Bar (Riga Old Town)
- Sample Latvian craft beer at Labietis brewery taproom
? Nightlife & Entertainment
- Riga Cathedral organ concerts (the world's fourth-largest organ)
- Live jazz at Cuba Café (Riga Old Town)
- Bar-and-club crawl in Skārņu iela and around Līvu Square
- Positivus Music Festival (Salacgrīva, mid-July, the Baltic's largest)
- Latvian National Song and Dance Celebration (every 5 years, next 2028)
? Instagram-Worthy Spots
- The Art Nouveau façades of Alberta Street at golden hour
- The Three Brothers — the oldest surviving residential houses in Riga (15th-17th centuries)
- The 1922 Riga Central Market Zeppelin hangars
- Rundāle Palace's baroque façade reflected in the formal gardens
- Cape Kolka's dramatic sand spit where two seas meet
Best Value Deals
? All-Inclusive Holidays
Latvia's all-inclusive market is virtually non-existent — the country runs on B&B city stays, half-board spa hotels at Jūrmala and self-catering apartments. The Hotel Jūrmala Spa & Conference Center, Baltic Beach Hotel & Spa (Jūrmala) and Semarah Hotel Lielupe lead the polished half-board spa rankings. Wellton Riverside Spa Hotel and Radisson Blu Hotel Latvija add the Riga city-break options. Shoulder-season weeks with UK flights typically open from £229pp in February-March or October-November, climbing to £499pp at peak summer (July-August) and Christmas-market weekends.
???? Family Holidays
Latvia works for families wanting affordable European city-break culture with Baltic beach options. Līvu Akvaparks (the Baltic States' largest waterpark, in Jūrmala) is the headline family attraction. The Riga Zoo (one of Europe's oldest, since 1912), the Latvian Ethnographic Open-Air Museum at Mežaparks and the medieval castle ruins at Sigulda with summer cable-car rides cover non-beach family days. Hotel Jūrmala Spa & Conference Center and Wellton Riverside Spa Hotel lead the family inventory. The 33km Jūrmala sand beach with calm Gulf of Riga water makes summer family beach holidays viable.
? Luxury Holidays
Riga holds Latvia's deepest five-star inventory. Grand Hotel Kempinski Riga (in the 1873 Splendid Palace, Riga's grand-dame address) and the Pullman Riga Old Town anchor the city's luxury scene. Dome Hotel (boutique in a converted 17th-century building) and Hotel Bergs (Tallinas iela boutique) deliver the boutique-luxury alternatives. In Jūrmala, Baltic Beach Hotel & Spa (1937 art-deco landmark) and TB Palace Hotel & Spa (a 1900 villa restoration) lead the seaside luxury. Mežotne Palace Hotel (a converted 18th-century neoclassical manor near Rundāle) adds the headline countryside-luxury experience.
⏰ Last-Minute Deals
Latvia's modest weekend-break demand from the UK means late-availability stock is consistently strong outside Christmas markets and the Latvian Song Celebration years. The strongest savings appear in mid-January to mid-March and from late October to late November — discounts of 25–35% inside three weeks of departure are realistic on Radisson, Wellton, Semarah and Hotel Jūrmala properties. Unlike Mediterranean destinations, Latvia works year-round — winter Christmas markets and cross-country skiing, spring city breaks, summer Baltic beaches and autumn forest walks keep inventory active. airBaltic flash sales from Stansted, Gatwick and Manchester often deliver £80–120 single fares to Riga inside 14 days of departure.
Why book with us:
? Low deposits from £49pp
? Flexible payment plans with balance due 6 weeks before travel
?️ ATOL Protected — your money and flights are safeguarded
✅ Free amendment window on selected packages
? UK-based customer support, 8am–11pm every day
? Best Time to Visit Latvia
Latvia runs four distinct seasons. June to August is the peak summer-tourism window, with daytime highs of 19–24°C, long Baltic daylight (sunset after 10pm in late June) and Jūrmala beach, the Gauja forests and Riga's outdoor café terraces at their best. The Positivus Music Festival (mid-July) and the Latvian Song Celebration (every 5 years, next 2028) deliver the cultural peaks. May and September are the value-strong shoulder months at 14–19°C, with cheaper hotel rates and the city-break scene at its most comfortable. Mid-November to early January delivers the Christmas-market window — Riga's Doma Square Christmas market traces back to 1510 (the world's first recorded Christmas tree). December to February sits at -2°C to 2°C with cross-country skiing at Sigulda.
? Where to Stay
- Families: Hotel Jūrmala Spa & Conference Center, Radisson Blu Hotel Latvija (Riga), Wellton Riverside Spa Hotel
- Couples: Dome Hotel (boutique Old Town), Hotel Bergs (Tallinas iela), Pullman Riga Old Town
- Luxury travellers: Grand Hotel Kempinski Riga, Dome Hotel, Baltic Beach Hotel & Spa (Jūrmala), Mežotne Palace Hotel
- Budget travellers: Wellton Centrum Hotel & Spa, Tallink Hotel Riga, Avalon Hotel
- City-break first-timers & culture lovers: Grand Hotel Kempinski Riga, Hotel Justus, Hotel Pullmann Riga Old Town
? Getting Around
Riga is best explored on foot — the Old Town, Art Nouveau district and Central Market cover under 3 km². Rīgas Satiksme runs the city's trams, trolleybuses and buses for €1.15 single (paid with the Rīgas Karte transport card or contactless bank card). The 10km transfer from Riga Airport (RIX) takes 15 minutes by Bus 22 (€2 single) or 25 minutes by Bolt taxi (€10–15). The suburban Pasažieru Vilciens train connects Riga Central Station to Jūrmala in 30 minutes (€2.20) and to Sigulda in 1 hour (€3). Hertz, Sixt and Europcar rent cars from RIX at €30 a day. For day trips across the Baltic States, intercity buses to Tallinn (Estonia, 4hr 30min) and Vilnius (Lithuania, 4 hours) run with Lux Express and Ecolines from €15.
? Travel Tips
- Latvia runs Eastern European Time — two hours ahead of the UK year-round.
- The currency is the Euro (€); Latvia joined the eurozone in 2014.
- Latvia's standard VAT (PVN) is 21%, included in displayed prices.
- Plug type is European Type F (Schuko, two-pin) at 230V — bring a universal European adapter.
- Tap water is safe to drink across Latvia.
- English is widely spoken by the under-40 generation, particularly in Riga and Jūrmala; Russian is the second language for older Latvians and German for some.
- Tipping is appreciated — round up the bill in restaurants by 5–10%; cash tips preferred over card additions.
- The Riga Card (€25 for 24 hours, €35 for 48 hours) covers free public transport and entry to 12 museums and attractions.
- Latvia's central position makes a multi-Baltic trip viable — pair 3 nights in Riga with 2 nights in Tallinn or Vilnius.
- The Latvian Song Celebration (every 5 years) is a UNESCO Intangible Heritage event drawing 40,000 singers; book hotels 12+ months ahead.
- Christmas markets at Doma Square and Līvu Square run from late November to 31 December; Riga's main tree historically lit on the first weekend of Advent.
- The Latvian summer solstice (Jāņi, 23-24 June) is the country's biggest folk celebration — book hotels well ahead for those dates.
- Visit the Black Balsam (Rīgas Melnais balzams) factory tasting room near Riga Castle — Latvia's iconic 1752 herbal liqueur with 24 botanicals.
- Public transport tickets in Riga must be validated on board — use the e-ticket machines or contactless bank card.
Map Of Latvia
Top Experiences
Riga's UNESCO Old Town and Art Nouveau quarter
Riga holds the world's largest Art Nouveau collection (around 800 buildings) plus a UNESCO-listed medieval Old Town; free to wander, with Mikhail Eisenstein's Alberta Street the showcase.
Climb the Riga Cathedral and St Peter's Church
The 13th-century Riga Cathedral has the world's fourth-largest pipe organ (6,768 pipes); €4 entry. St Peter's 123m spire viewing terrace gives Riga's best panorama.
Day at Jūrmala Baltic beach resort
Latvia's leading seaside resort with 33km of Blue Flag white-sand beach and historic wooden Art Nouveau villas; free to visit, reached in 30 minutes by train.
Visit Sigulda's medieval castles
The 13th-century Turaida, Sigulda and Krimulda castle ruins sit in the forested Gauja Valley National Park; €6 entry to Turaida Castle, with summer cable-car access.
Browse Riga Central Market
The five-hangar 1922 market — built from repurposed Zeppelin hangars — is Europe's largest indoor market; free entry, with traditional Latvian rye bread and smoked fish.
Cape Kolka Baltic-Gulf meeting point
The dramatic sand spit where the Baltic Sea meets the Gulf of Riga, with currents visibly clashing offshore; free to visit in the Slītere National Park.
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