Villajoyosa, Spain: Colourful Old Town, Chocolate & Beaches

Villajoyosa is a charming Mediterranean seaside town located on the Costa Blanca in Spain. Locally known as La Vila Joiosa, which means ‘the joyful city’ or simply La Vila, this hidden gem lies 32 km north of Alicante and just south of the bustling resort town of Benidorm. A visit to Villajoyosa is worthwhile, especially to experience its uniquely relaxed atmosphere, a refreshing contrast to the lively energy of nearby Benidorm.

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With a population of around 34.000, mostly local Spanish residents, Villajoyosa has retained its authentic charm as a traditional fishing village. Unlike many tourist hotspots in the Marina Baixa region, it welcomes fewer visitors, allowing you to enjoy its genuine coastal character.

Stretching along a long, white sandy beach, La Vila Joiosa offers a bustling fishing port, delicious seaside restaurants, a lovely beach promenade and a maze of narrow streets to explore. The town’s economy is mainly driven by chocolate production and tourism.

History of Villajoyosa

The history of the first settlements in Villajoyosa dates back to the Bronze Age. In Roman times, the town of Alonis was established. It is not very clear where exactly the town of Alonis was in relation to the current town, but it is thought that it was probably situated where the old town is now. Some proof is in the discovery of the remains of hot springs and a military settlement around the Amadorio riverbed.

The area was mainly deserted during the middle ages. In the year 1300, however, Bernardo de Sarriá, admira of King Jaime II of Aragón, founded the Christian city of La Vila Joiosa on this location as a strategy to control the attacks from the Muslims via sea.

Villajoyosa started to play an important role during the 16th century in countering the numerous attacks from pirates along the coast of Alicante. For this reason, King Felipe II ordered the building of a defensive wall which was finished mid century. Parts of these walls can still be seen nowadays in the old town. Villajoyosa officially became a city in the year 1911, granted by king Alfonso XIII.

Is Villajoyosa worth visiting?

Absolutely, Villajoyosa is well worth a visit. It’s a charming, authentic seaside town with a relaxed vibe and a rich history that really sets it apart from the busier tourist spots like Benidorm. If you’re staying in Benidorm or anywhere nearby on the Costa Blanca, Villajoyosa makes an easy and rewarding day trip.

We have visited a couple of times while staying in Benidorm and each time it surprised us with its colourful old town, peaceful beaches, and friendly local atmosphere. It’s the perfect place to slow down, explore winding streets, enjoy some great seafood by the fishing port and see a more traditional side of this part of Spain.

What to do in Villajoyosa

Marvel at the colourful painted houses

The main attraction of Villajoyosa and the heart of its charm lies in its iconic, multicoloured houses that line the narrow streets of the old town. These fisherman’s houses are beautifully painted in every hue of the rainbow, giving the old town a bright and joyful appearance.

The exact reason why fishermen painted their house facades in such vibrant colours remains unclear. However, one of the stories suggests that since each fisherman painted their boats in a specific colour, they used the leftover paint for their homes. A more romantic version says that after spending time at sea, fishermen could recognise their houses from afar by their colours.

Whatever the story, the fact remains that these quaint painted houses are still perfectly maintained today, making Villajoyosa one of the most picturesque and colourful towns along the Spanish coast.

Explore the narrow streets of the Villajoyosa old town

The Old Town of Villajoyosa is still partially surrounded by impressive 16th century defensive walls, giving you a glimpse into its past. Walking through the maze of narrow streets past colourful houses and lovely squares reveals the authentic charm of La Vila. Right outside the defensive walls, next to the Amadorio riverbed, you’ll find the iconic hanging balconies of the old houses. 

The Western, or Poniente defensive wall is adorned with the colourful hanging balconies of the old houses, overlooking the Amadorio riverbed. The best viewpoint to adore these ‘Casas Colgantes’ or hanging houses is from the Puente Rio Amadorio, the bridge over the Amadorio river on the avenida de País Valencia.

The Levante defensive wall can best be explored when going down from the main road towards the sea via the ‘Carrer Costera de la mar’.

As you wander these narrow streets, colourful laundry hangs from the balconies and every turn offers a picture perfect postcard view.

Enjoy the Villajoyosa beaches

Villajoyosa has a mild Mediterranean climate with sunshine nearly all year roundmaking its beaches attractive even in winter. The town is home to several beaches that remain pleasantly uncrowded for most of the year, apart from a few weeks in mid-summer when Spanish holidaymakers flock from inland cities to the coast.

Playa Centro, the main beach in Villajoyosa, is a golden sandy stretch running over 1300 metres along the town’s seafront up to the colourful houses of the old town. Palm trees provide welcome shade along the promenade, which is lined with a variety of bars and restaurants, perfect for enjoying a drink or traditional Spanish meal with a sea view. Playa Centro is a Blue Flag beach, ensuring clean sand and good facilities.

Further north and south of the town, you’ll find smaller, unspoilt beaches, some hidden between rocky outcrops. One notable beach that is worth mentioning is Racó del Conill, an official nudist beach is situated to the north, offering clear turquoise waters and a peaceful atmosphere. The road to get down to this beach is very narrow and winding, so drive carefully. The views from the top before descending to the beach are worth the trip, but remember that nudity is mandatory here.

Walk the beach promenade

The main beachfront has a lovely promenade which runs from the harbour all the way to the old town stretching just over 1,2 km. Along the way, you’ll find plenty of bars and restaurants where you can stop for a refreshing drink, enjoy some Spanish tapas or relax over a leisurely dinner with sea views.

Enjoy sea water sports

For some adventure on the water, head to the Club Náutico or Marina of Villajoyosa. From here, you can book a variety of exciting water sports to explore the beautiful Costa Blanca coastline:

• Jet ski excursion with guide: Discover the coastline of Benidorm all the way to the magnificent Sierra Helada and back on a jet ski. Book now.
• Parasailing: Enjoy a 20 minute flight along the coast and discover the beautiful coastline from the sky. Book now.
• Sea Kayaking: This amazing guided sea kayaking tour takes you to the coves around the Villajoyosa rocky coast. Book now.

Whether you’re up for the thrill of jet skiing or prefer a calm kayak along the coast, Villajoyosa offers water activities for everyone to enjoy.

Stroll in the park along the Amadorio riverbed

Opened in 2010, the park within the Amadorio riverbed is a peaceful green oasis in the heart of Villajoyosa. Most of the year the riverbed is dry, but when we visited there was a small trickle of water. It also has a playground and some training equipment.

Looking up from the riverbed you see the colourful hanging houses built on the defensive walls of the old town. Down by the riverbed you have a good view of the bridge that connects the old part with the new part of the town.

Visit the Valor chocolate museum

Even though Belgium is world-famous for its chocolate and you might wonder why a Belgian would want to visit a chocolate factory in Spain? Well, for the very reason that Villajoyosa has a rich history in chocolate production which is well worth exploring. The town has been producing chocolate since the 19th century and is home to three chocolate factories, with Valor being the most famous.

The Valor Chocolate Museum tells the story of how chocolate was brought to Europe and shares the history of Chocolates Valor, a family-run company since 1881. You’ll see the evolution of chocolate production over the years, from the first machinery to modern processes.

At the end of the tour, you’ll visit the factory shop, where it’s nearly impossible for any chocolate lover to leave empty-handed, we even tried their intense 99% dark chocolate!

With this, you can make your own authentic Spanish hot chocolate, perfect alongside fresh churros.

The visit is free of charge and there are no less than 14 tours per day, both in English and Spanish language. If you want to visit, you can reserve a day and time on their website. More information about the schedule, timing and booking can be found here.

Apart from the Valor museum, which is the largest and most famous, there are 2 other chocolate museums in town, Chocolates Perez and Chocolates Clavileño.

TIP: Should you want to visit the chocolate museum from Benidorm or Albir, check out this chocolate factory tour, which also includes a trip to the market.

Fiestas de Moros y Cristianos

Every year in the last week of July the ‘fiestas de Moros y Cristianos’ takes place in Villajoyosa. It is the commemoration of the Christian victory over the Muslim conquerors who attacked a fleet in 1538. The Christians waited for the Moors on the beach and together with the support of neighbouring towns the attack was repelled. What makes this celebration so unique is the disembarkation on the beach in town, together with fireworks, music and processions.

Explore the fishing port

Villajoyosa’s fishing port is still very much alive, with local fishermen bringing in fresh catches daily. Early mornings are perfect to see the action and maybe grab some fresh seafood. Nearby, seaside restaurants serve up delicious fish dishes with views of the busy harbour, a great way to experience the town’s authentic fishing vibe.

Practical information for visiting Villajoyosa

Best time to visit Villajoyosa

Due to the temperate climate with little rainfall, the town of Villajoyosa is a year-round destination. However, in mid summer, especially during the month of August it can get very hot. During winter though, from the end of November until March, temperatures do drop together with the temperature of the seawater, but still nowhere near freezing. The best season to visit is during spring and autumn when there are less people, temperatures are comfortable so you can enjoy some mild, uncluttered beach time.

How to get to Villajoyosa

Villajoyosa is located in the communidad autonoma of Valencia or the Valencian community in the province of Alicante on the East coast of Spain. The closest main city is Alicante, a mere 32 km south of Villajoyosa and the international airport of Alicante is a short 50 km away, mostly all freeway. Benidorm is about 12 km north, Calpe 35 km and Denia 60 km, which is where some of the ferries to Mallorca and Ibiza depart and arrive.

• By car: When visiting by car, follow the AP-7 or the smaller N-332, either from Benidorm, Calpe or Denia from the north or Alicante from the south.
• By public transport: From both Benidorm and Alicante, Villajoyosa can also be reached by means of the TRAM. More information about time and schedules can be found on their website.
• Join an organised tour: Get to visit Villajoyosa AND Altea. Join this charming villages tour and discover both wonderful towns on the Costa Blanca.