The most famous seaside resort of the country offers nice white sandy beaches, and the Baltic Sea is as warm here as it can be, thanks to the Pärnu Bay and shallow sea bottom. Small wooden houses, calm leafy streets and numerous spas (including mineral springs and mud baths) create a healing atmosphere for Estonians, Finns and other Nordic nations who need sun and warmth after long and dark winters. The town is so much loved by Estonians that Pärnu is called a Summer Capital of the country since 1996.

The town is considered the world's capital of perfume. Grasse's particular microclimate encouraged the flower farming industry, and the countryside around the town is filled with scent of lavender, myrtle, jasmine, rose, orange blossom and wild mimosa. Thematic Fête du Jasmin or La Jasminade, at the beginning of August is an annual festival with fireworks, folk music groups and street performers.