Villajoyosa (La Vila Joiosa in Valencian) is a fishing town on the Costa Blanca between Alicante and Benidorm, recognisable by its row of brightly painted houses along the harbour. It's a working place where the fish market still operates most mornings and the chocolate industry dates back to the 18th century. We think it's one of the most underrated towns on this stretch of coast, offering genuine character at a fraction of Benidorm's noise. The trade-off is a smaller restaurant scene and a town beach that's decent but not a showstopper.
Why Stay in Villajoyosa
- Painted houses: The colourful seafront is the town's signature. Originally painted so fishermen could spot their homes from the sea, the houses now form a photogenic row along the river mouth. The old quarter behind is a pleasant tangle of narrow streets.
- Chocolate heritage: Villajoyosa has been making chocolate since the 1700s. The Valor chocolate factory offers free tours and tastings. Several smaller producers have shops in the old town.
- Less touristy than neighbours: Benidorm is 10 minutes north but feels like another world. Villajoyosa has tourists, but in manageable numbers. The beach has space even in August.
- Modest nightlife: A few bars and restaurants, but evenings are quiet. This isn't a party destination. If you want late-night entertainment, Benidorm is a short taxi ride away.
Things to Do in Villajoyosa
Tour the Valor chocolate factory for a free guided visit (book ahead online). The museum traces chocolate's route from the Americas to the Costa Blanca, and the tasting at the end is generous. The factory shop is dangerous for your luggage weight.
Walk along the painted houses and into the old quarter above. The Roman archaeological site of Allon, with a recently excavated thermal bath complex, is in the centre of town (free entry, small but interesting).
The town beach (Playa Centro) is a wide sandy stretch with calm water and a promenade. It's not the most scenic on the coast, but it's clean, has lifeguards, and is rarely overcrowded. For something different, Playa del Torres south of town is smaller and backed by low cliffs.
Benidorm (10 minutes' drive) has the big waterparks, theme parks (Terra Mitica), and the old-town tapas bars that are better than the resort's reputation suggests. Alicante (30 minutes south) has the Santa Barbara castle, a lively waterfront, and better shopping. The Fonts de l'Algar waterfalls (25 minutes inland near Callosa d'en Sarria) are a refreshing day trip with natural swimming pools. Entry around €5. They're popular, so go early.