Rūjiena is a town in Valmiera Municipality, in the Vidzeme region of Latvia. As of 2017 its population was 3,007. The town is located in northern …Rūjiena is a town in Valmiera Municipality, in the Vidzeme region of Latvia. As of 2017 its population was 3,007. The town is located in northern Latvia, near the border with Estonia, in the historical region of Vidzeme. It is 50 km from Valmiera, 91 km from Pärnu and 152 km from Riga.