Yura is located on the coast in central Wakayama Prefecture, facing the Kii Channel to the north and west.

Wakayama Prefecture Yura has a Humid subtropical climate (Köppen Cfa) characterized by warm summers and cool winters with light to no snowfall.

The area of the modern town of Yura was within ancient Kii Province, and its landscape is mentioned in several verses in the Nara period Man'yōshū.

The village of Yura established with the creation of the modern municipalities system on April 1, 1889 and was raised to town status on October 15, 1947.

In terms of national politics, the town is part of Wakayama 3rd district of the lower house of the Diet of Japan.