The seaside area lies to the south of the old town. Pärnu Bay is fringed by a lovely long strip of sand, which understandably attracts hordes of holidaymakers in quest of relaxation, swimming and boating. But it shouldn't be forgotten that the area also has some superb villas dotted about, some Art Nouveau, some Functionalist. Note, in particular, the Mud Baths House (1927) and Villa Ammende, which nowadays house luxury hotels.