Villajoyosa — The Town of Colorful Facades and Chocolate Traditions on the Costa Blanca

Villajoyosa is a charming coastal town on the Costa Blanca in the province of Alicante. Known for its colorful houses and beautiful beaches, it attracts tourists from all over Europe. This small town, with its medieval streets, rich history, and unique culinary traditions, is the perfect destination for those seeking an authentic Spanish atmosphere away from the hustle and bustle of large resorts.

Colorful Houses and the Old Town

Walking along the seafront promenade in Villajoyosa, it’s impossible not to notice the bright facades of the houses, which have become the town’s trademark. Legend has it that these colorful houses helped fishermen recognize their homes from the sea. Today, this picturesque neighborhood, known as Cala de la Vila, attracts artists and photographers eager to capture the town’s unique charm.

The heart of Villajoyosa is its Old Town. Narrow winding streets, medieval buildings, and ancient walls create the sensation of stepping back in time. You can still see the remains of the old defensive walls and towers that once protected the town from pirates and invaders. One of the highlights is the Tower of Saint Joseph (Torre de San José), which offers impressive views of the town and sea.

Chocolate Capital

Villajoyosa is not only famous for its colorful houses and beaches — it is also considered the chocolate capital of the Costa Blanca. The town is home to the famous “Valor” chocolate factory, which has a history spanning over 140 years. The factory produces exquisite chocolate and offers guided tours where visitors can learn about the production process and sample a variety of chocolates.

The factory’s Chocolate Museum offers an exciting journey into the world of cocoa beans and traditional recipes. Visitors can see antique chocolate-making equipment, learn about different processing techniques, and even try their hand at creating their own chocolate masterpiece.

Beaches and Marine Activities

Villajoyosa is famous for its stunning sandy beaches that stretch along the coast for several kilometers. The most popular is Playa Centro, located right in the town center. This wide sandy beach with crystal-clear waters and excellent facilities is ideal for families with children.

For those looking for more secluded spots, there are smaller coves and beaches such as Playa Paraiso and Cala Malpas, where you can enjoy peace and quiet away from tourist crowds.

In addition, Villajoyosa offers a variety of water activities. You can rent a kayak or paddleboard, go fishing, or take a boat trip to see the town from the sea and admire the coastal views.

Festivals and Traditions

One of the most vibrant events in Villajoyosa is the “Moors and Christians” festival (Moros y Cristianos), held in late July. This colorful celebration, recognized as a festival of national tourist interest, reenacts historical battles between Moors and Christians. With elaborate costumes, parades, dancing, and staged battles, the entire town becomes an open-air theater.

Another cherished tradition is the celebration of Saint James (Fiestas de San Jaime), the town’s patron saint. At the end of July, the streets come alive with music and dancing, while locals and visitors enjoy festive processions and fireworks.

How to Get There

Villajoyosa is located just 30 km from Alicante and 10 km from Benidorm, making it easily accessible by car or public transport. You can reach the town from Alicante by TRAM train or bus. Within the town, walking or cycling is the best way to explore and enjoy its beauty.

Helpful Tips

  1. Best time to visit: Spring and early summer offer pleasant weather and fewer tourists than during peak season.
  2. Parking: Parking in the city center can be difficult, so it’s best to leave your car in designated parking areas on the outskirts and walk into town.
  3. Tours: If you plan to visit the Valor chocolate factory, it’s best to book in advance, as tours are very popular.

Villajoyosa is a small but vibrant town on the Costa Blanca that enchants visitors with its charm and warmth. Its colorful houses, sunny beaches, the scent of chocolate in the air, and friendly atmosphere create a unique experience. Whether you're looking for a peaceful beach getaway or eager to dive into local traditions and culture, Villajoyosa promises unforgettable memories and a strong desire to return.