Jūrmala City Council

Department of economics and development

14.06.2012.

Jūrmala in numbers

Area 100 km2

Population 56 307

Length of beach 25 km

Distance to international airport “Riga” 17 km

Natural area 64%

Number of tourist (2011) 108 925 (71% foreign tourist)

Medical mud field 740 ha

Number of mineral water drill hole 33

SWOT analysis - Strengths

• Natural resources for health resort – mineral waters, medical

mud, 25 km length beach, forests, etc.

• Lielupe river

• Beach with the natural promenade – part of the wet sand

• Traditions and different experience in health resort – first health resort object in Latvia in 1781, Latvia Free State and Soviet times health resort experience.

• Existing tourism and recreation infrastructure, health resort sanatorium

• Territory diversity and city parts difference

SWOT analysis - Weaknesses

• Extended city teritory and unequal population location

– expensive municipality services

• Seasonality

• High real estate prices

• National support lack to national health resort value maintenance

• International events organization appropriate

infrastructure lack – conference hall, entertainment, etc.

SWOT analysis - Opportunities

• Develop Lielupe port and types of water sport

• Restore health resort traditions

• Use Jūrmalas city geographical location – near the

international airport, Riga passenger port, Riga railway station and Riga international bus station

• Create new “anchor objects” – smooth out the seasonality

problems

• Expand the business - based on the local mineral and natural

resources

• Create new, unique and multiform tourism objects

SWOT analysis - Threats

• Tourists interest decrease – tourism offer stays constant

• The health resort infrastructure deterioration – unmanaged mineral waters drill hole, medical mud using technology

• Multistorely apartment house building resort development advantageous territory

• Coastal erosion process continuance

• City engineering infrastructure deterioration, collapse.

Planning documents

Jūrmala city developmental strategy 2010. – 2030.

Jūrmala city territory plan 2009. – 2021.

Jūrmala city tourism developmental strategy 2007. – 2018.

Jūrmala city resort conception 2009. – 2018.

The strategic objectives

1. Internationally popular, modern health resort and the most popular resort city in the Baltic sea region.

2. Eastern and Western contacts making and meeting place in Baltic region.

3. Quality life and holiday place, center of the culture and sports events.

Nature teritorries

Water’s edges

12

Future and investment plans Concert hall «Dzintari» restoration

13

Future and investment plans

Lielupe river promenade building with coastal strengthening

Future and investment plans Beach (dune) promenade building with coastal strengthening

Future and investment plans Beach infrastructure development

Shower and toilets installations, pontoon disposal at sea, beach cinema (open air cinema which operates in the evenings), bicycle path, etc.

16

Future and investment plans

Multifunctional sports complex construction in Sloka

17

Future and investment plans

Majori manor development

Future and investment plans

Ķemeri park with park architecture reconstruction and renovation.

Future and investment plans

Health resort innovation and research center upbuilding

Future and investment plans

Lielupe river –bed deepening, jetty building, yacht port creation

Thank you and

See you in Jūrmala!

www.jurmala.lv