Villajoyosa: Colourful Seaside Town of Beaches, Chocolate and Tradition
Villajoyosa, also known as La Vila Joiosa, is one of the Costa Blanca’s most attractive seaside towns. It sits between Alicante and Benidorm, yet it has kept its authentic Spanish character. The town is famous for its colourful waterfront houses, sandy beaches and rich chocolate-making history. Visitors also enjoy its charming old quarter, excellent seafood and relaxed atmosphere.
Unlike many nearby resorts, Villajoyosa blends history with modern comforts. Roman remains sit beside golden beaches, while traditional fishing boats share the harbour with pleasure craft. Throughout the year, lively festivals fill the streets with music, costumes and fireworks. Whether you want to relax by the sea, explore historic streets or learn about local traditions, Villajoyosa offers plenty to discover.
What to see and do
Start your visit in the colourful old town. The brightly painted houses overlooking the seafront have become the symbol of Villajoyosa. Fishermen originally painted their homes in bold colours so they could recognise them from the sea. Today, these buildings create one of the most photographed waterfronts in Spain. Wander through the narrow streets, admire the historic architecture and stop at one of the cafés overlooking the beach.
Spend time at Playa Centro, the town’s main beach. This wide stretch of golden sand lies beside the old town and offers calm waters for swimming. A palm-lined promenade runs along the beachfront, making it perfect for a leisurely walk. Restaurants and cafés provide excellent places to enjoy fresh seafood while watching the Mediterranean.
Visit the famous Valor Chocolate Museum. Villajoyosa has produced chocolate for more than 130 years, and Valor remains Spain’s best-known chocolate maker. The museum explains how cocoa became part of the town’s history. Guided tours also include views of the production process and, best of all, chocolate tastings.
Explore the Vilamuseu, Villajoyosa’s award-winning archaeological museum. Interactive displays tell the story of the region from prehistoric times through the Roman period. The museum also showcases treasures recovered from local archaeological sites, including artefacts from the famous Bou Ferrer Roman shipwreck. It is an excellent stop for families and history lovers alike.
If you enjoy Roman history, head to the Torre de Sant Josep. This impressive Roman funerary tower stands just outside the town and is one of the best-preserved examples in Spain. Nearby archaeological remains reveal how important this stretch of coastline was during Roman times.
Nature lovers should visit Playa del Paradís and Playa El Torres. Both beaches offer crystal-clear water and a quieter atmosphere than the central beach. Rocky areas nearby are ideal for snorkelling, while walking trails follow the coastline and reveal beautiful Mediterranean scenery.
Take a stroll around the fishing harbour during the afternoon. Local fishing boats return with the day’s catch, and the traditional fish auction continues to play an important role in daily life. Nearby seafood restaurants serve freshly landed fish prepared using traditional recipes.
Walk along the Amadorio River and explore the remains of the old defensive walls. These fortifications once protected the town from pirate attacks. Several viewing points also provide lovely panoramas across the colourful houses and coastline.
Boat excursions operate during the warmer months and provide a different perspective of the coastline. Some trips include swimming stops, while others explore hidden coves that are difficult to reach on foot. Buy Tickets.
Local festivals and traditions
Villajoyosa’s biggest celebration is the spectacular Moors and Christians Festival, held every July in honour of Saint Martha, the town’s patron saint. The festival recreates the historic defence of the town against pirate attacks in 1538. Elaborate costumes, marching bands, fireworks and dramatic battle re-enactments transform the waterfront into an unforgettable spectacle.
The highlight is the famous Desembarco, or landing, when hundreds of participants arrive by boat before dawn and stage a dramatic mock invasion on the beach. Thousands of spectators gather to watch this unique event, which has earned International Tourist Interest status.
Holy Week also plays an important role in local life. Religious processions pass through the historic streets, accompanied by traditional music and beautifully decorated floats. These celebrations offer visitors an opportunity to experience Villajoyosa’s deep cultural heritage.
The town’s fishing traditions remain strong throughout the year. Local restaurants celebrate seasonal seafood, while markets continue to sell freshly caught fish each morning. Chocolate also remains central to Villajoyosa’s identity, with local producers celebrating their heritage through exhibitions, tastings and special events.
Where to stay
Villajoyosa offers accommodation for every type of traveller. The town is compact, so most areas provide easy access to the beach, restaurants and attractions. Whether you prefer a boutique hotel, a beachfront apartment or a family-friendly resort, you will find plenty of options.
The historic old town is the best choice if you want to experience the town’s authentic character. Staying among the colourful houses places you within walking distance of the waterfront, local cafés, museums and traditional restaurants. It is ideal for couples and visitors who enjoy exploring on foot.
The Playa Centro area is perfect for beach lovers. Hotels and holiday apartments here sit just steps from the sand and promenade. This area also has a wide selection of restaurants, bars and shops, making it convenient for families and first-time visitors.
If you prefer a quieter holiday, consider staying near Playa del Paradís or Playa El Torres. These neighbourhoods offer peaceful surroundings, beautiful coastal scenery and easy access to quieter beaches. They are particularly suitable for visitors travelling by car who want a more relaxed atmosphere.
Travellers looking for modern accommodation with excellent facilities may also choose the northern edge of town towards the marina. This area provides easy access to watersports, walking trails and nearby beaches while remaining only a short drive from the historic centre.
Villajoyosa also makes an excellent base for exploring the Costa Blanca. Its central location allows easy day trips to Benidorm and Alicante, while offering a quieter place to stay each evening.
How to get to Villajoyosa
The nearest airport is Alicante–Elche Miguel Hernández Airport, around 45 kilometres away. The drive usually takes about 35 to 40 minutes. Regular airport buses, taxis and car hire services connect the airport with Villajoyosa. Book flights.
Travelling by train is simple. Villajoyosa is served by the TRAM d’Alacant network, with regular services between Alicante, Benidorm and other Costa Blanca towns. Long-distance travellers can arrive at Alicante railway station before transferring to the tram. Check connections.
Driving to Villajoyosa is straightforward via the AP-7 motorway or the N-332 coastal road. Hiring a car gives you the freedom to explore nearby beaches, mountain villages and other Costa Blanca destinations at your own pace. Hire a Car.
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Several long-distance coach services also connect Villajoyosa with Alicante, Benidorm, Valencia and other Spanish cities. Bus travel is often an affordable and comfortable option for visitors without a car. Buy Tickets.