What Visit Jurmala does

Visit Jurmala (legal entity: Jūrmalas Tūrisma informācijas centrs / Jūrmala Tourism Information Center) is the official municipal tourism information portal of Jūrmala, Latvia, operated as a department of Jūrmala City Municipality (Jūrmalas pilsētas dome). Founded in 2006 and staffed by 1–10 employees, it functions as a destination marketing organization (DMO) rather than a commercial enterprise, providing centralized information for domestic and international visitors to Jūrmala across beach recreation, spa and wellness, cultural heritage, nature, and MICE segments. Its primary output is the visitjurmala.lv multilingual portal available in Latvian, English, Estonian, and Lithuanian, supplemented by downloadable brochures in Russian and German, a physical information centre at Lienes iela 5, Majori, and a Spotify playlist.

The product surface is content-driven and digital-first. Core platform features include the Visit Jurmala Tourism Portal (the website itself), Digital Tours (audioguides for Ķemeru Resort Park and Kaugurciems Story Trail, plus Walk15 and Questory walking games), the Jūrmalas karte interactive city map, "Mans ceļojums" (a trip planning tool with PDF export), "Mani favorīti" (user favorites/bookmarking), a newsletter subscription service, tourism statistics for professionals, downloadable informational materials, and a dedicated accessibility information platform for travelers with disabilities. Technology is conventional: a multilingual CMS with Google Analytics, Facebook tracking, and Google Maps integration, plus Google Translate for site translation. Distribution of the Jūrmalas caurlaide (vehicle entry pass system) extends through automated kiosks at seven city locations, the Mobilly/EuroPark/Citadele mobile apps, the municipal administration office at Jomas iela 1/5, and the physical tourism centre.

The business model is municipal rather than commercial. The entity is funded through the Jūrmala city government budget and provides free tourism information services; it does not sell advertising, subscriptions, or commercial bookings. Monetization is indirect: the portal drives demand for local hotels, restaurants, spas, and attractions, while the Jūrmala City Municipality collects entry-pass fees (EUR 5 day / EUR 20 week / EUR 60 month / EUR 100 quarter / EUR 180 half-year / EUR 270 annual) for vehicles entering Jūrmala's special regime zone — revenue that accrues to the city, not to Visit Jurmala as a reporting entity. No funding rounds, investors, M&A activity, or commercial revenue figures are disclosed. There is no venture capital, private equity, or independent ownership structure.

Name

Visit Jurmala

Legal name

Jūrmalas Tūrisma informācijas centrs

Website

https://visitjurmala.lv

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Visit Jurmala (Jūrmalas Tūrisma informācijas centrs) is the official municipal tourism information portal and centre for Jūrmala, Latvia, operated by Jūrmala City Municipality. It serves domestic and international visitors with multilingual destination content, trip-planning tools, digital tours, and a municipal vehicle entry-pass system.

Ownership category

akta.pro rank

Product category

Destination Tourism Information Services

NAICS

Tour Operators (561520), Tour Operators (56152), Scenic and Sightseeing Transportation, Land (48711)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990), Transportation Services (4700)

akta.pro primary industry

Culture, Heritage & Arts Itinerary Planning (THAKAOAK)

akta.pro secondary industries

Island, Beach & Resort Travel Agencies (THAKAFAL), VIP, Executive & Roadshow Travel Services (THAKAMAK), Museum & Landmark Guided Tours (Skip-the-line/Docent-led) (THAJAAAC), Multi-Activity & Expedition Packages (Guided Adventure Trips) (THAJABAL)

Keywords

• Tourism information services
• Destination marketing organization
• Visitor information portal
• City entry passes
• Travel planning platform

Headquarters

HQ city

Jurmala

HQ country

Latvia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Pricing tiers

Distribution channels5 records

Marketing channels5 records

Core offering

Visit Jurmala operates the official multilingual tourism information portal (visitjurmala.lv) for Jūrmala, Latvia, providing comprehensive destination information covering attractions, dining, accommodation, health/spa services, events, beaches, and practical visitor information in Latvian, English, Estonian, and Lithuanian. The organization also sells vehicle entry passes for Jūrmala's special regime zone through online, mobile app, kiosk, and physical channels. Additional offerings include interactive city maps, trip planning tools, digital audio tours, accessibility information, and quarterly tourism statistics for tourism professionals.

Product overview

Visit Jurmala is the official Jūrmala city tourism information portal operating as a content-driven website with multiple interconnected digital services. The core offering is the visitjurmala.lv website providing comprehensive tourism information in Latvian, English, Estonian, and Lithuanian. Supporting digital products include: the Jūrmalas karte (interactive city map with neighborhood filtering), Mans ceļojums (trip planning tool for building and exporting itineraries), Mani favorīti (favorites/bookmarking feature), Digital Tours/audioguides for Ķemeru Resort Park and Kaugurciems, and a Newsletter subscription service. The portal also operates the Jūrmalas caurlaide (vehicle entry pass system) and provides downloadable informational materials (brochures, maps, guides). A dedicated accessibility information platform covers accessible beaches, hotels, and attractions for travelers with special needs. The site supports tourism professionals with a dedicated section for statistics and seasonal offers.

Differentiator

Problem solved

Functional benefit

Products and services

• Visit Jurmala Tourism Portal The official Jūrmala city tourism information website (visitjurmala.lv) serving as a comprehensive portal for visitors and residents, providing information on beaches, attractions, restaurants, accommodations, events, health/SPA services, and trip planning tools across multiple languages (Latvian, English, Estonian, Lithuanian).
• Digital Tours (Audiogids)

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Visit Tallinn: Official DMO for Estonia's capital. Sister Baltic-capital DMO with similar municipal ownership, multilingual portal and overlapping Nordic/Baltic audience.
• Visit Riga: Official tourism portal for Riga, Latvia's capital. Direct peer operating as a municipal DMO within the same country, targeting overlapping international feeder markets and jointly anchoring Latvia's tourism proposition.
• Visit Vilnius: Official DMO for Lithuania's capital. Baltic-capital peer with shared language market (Lithuanian) and similar municipal operating model.
• Visit Palanga: Lithuania's premier Baltic seaside resort DMO. Directly comparable destination profile (beach resort, amber heritage, summer seasonality) and key substitute for Lithuanian and Baltic tourist flows.
• Visit Pärnu: Official DMO for Estonia's flagship Baltic seaside resort. Closest comparable destination in terms of summer beach, spa and family tourism mix, and competitive substitute for Baltic-coast visitors.
• Visit Sopot: Polish Baltic seaside resort DMO. Closely comparable destination type (compact resort city, beach + spa + cultural events) and a direct substitute for southern Baltic tourist flows.

Regional players

• Visit Gdańsk: Polish Baltic-coast city DMO operating in the same macro-region (southern Baltic) with overlapping beach, heritage and MICE propositions, making it a regional substitute for Jūrmala visitors.

Broad incumbents

• Visit Estonia: National tourism board for Estonia. Competes for cross-Baltic and Nordic tourists at the country level and frequently bundles Pärnu as part of its promotion alongside Visit Jurmala's competitors.
• Visit Lithuania: National tourism organisation for Lithuania. Operates one level above Visit Jurmala in scope, providing destination marketing for the country and competing for the same international tourist budgets.
• My Helsinki: City DMO for Helsinki. Larger, better-resourced Nordic capital DMO that competes for the same Nordic feeder market and sets a benchmark for digital destination marketing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• Xx.com/Visitjurmala_lv
• Facebookfacebook.com/VisitJurmala
• LinkedInlinkedin.com/company/visitjurmala

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Visit Jurmala