All about Villajoyosa, general & practical information

Getting to know Villajoyosa and its history

Did you know.

• Villajoyosa has the nickname“Chocolate City“? Valor, one of Spain’s most famous chocolate brands, comes from here. Visit the factory and museums, and taste the most delicious chocolate;

• the fishermen’s houses in Villajoyosa are painted in all the colors of the rainbow? Fishermen used to do this so they could recognize their house from afar at sea. Now it is a cheerful feature of the town;

• Villajoyosa was already inhabited in Roman times? You can even visit remains of a Roman villa and thermal baths at the archaeological site La Malladeta;

• Villajoyosa has one of the oldest cemeteries in Spain? The Torre de Sant Josep is a Roman tower more than 3,200 years old, used for funeral rites.

The history in brief

The city used to play a role in the emerging maritime trade due to its favorable location on the Mediterranean Sea. It was a period of economic growth and cultural exchange, becoming an important hub for traders and travelers crossing the region.

During the 19th century, Villajoyosa’s economy continued to flourish, mainly due to the rise of the chocolate industry. The town became a center for the production of chocolate, with several factories being established.

Today, Villajoyosa has retained its unique heritage and maintained its charm as a colorful coastal town. Partly because of this, it is a popular destination for tourists.

The place was voted No. 1 in the Best places to travel in 2024 election by the website EuropeanBestDestinations.com.

The name ‘Villajoyosa’

The name “Villajoyosa” is derived from the Spanish word “La Vila Joiosa,” which means “happy town.” It is said that the name is derived from the joyful and colorful appearance of the town, especially because of the striking and brightly colored houses along the coastline.

Economy & tourism in Villajoyosa

Local employment

Although Villajoyosa’s economy is strongly tied to the coast, employment rests on more than just vacation visitors. The town is world famous for its chocolate industry, with big names such as Valor, Clavileño and Pérez. This sector is a stable industrial pillar that provides year-round employment in manufacturing, logistics and international exports.

In addition, Villajoyosa boasts one of the most active and authentic fishing fleets on the Costa Blanca, providing a constant stream of jobs in fishing, fish auction and vessel maintenance.

The city also serves as a regional center for healthcare, with the large provincial hospital Hospital de la Marina Baixa as one of the largest employers in the region. Moreover, the presence of a sizeable group of international residents in the various residential areas creates a continuing demand for services in construction, business services and maintenance.

The recent creation of the new Agencia de Desarrollo Local‘(ADL) in 2026 reinforces this stability by putting additional effort into connecting local entrepreneurs with the labor market.

The development of the tourism industry

Villajoyosa’s policy deliberately focuses on preserving its authentic identity and sustainable growth that ensures livability for residents. Rosa María Llorca Pérez, Alderman of Tourism, highlights the city’s 2026 direction:

“Tourism and culture must go hand in hand; it is a transversal policy. We bring history to the streets to make Villajoyosa a living attraction where quality takes precedence over quantity.”

The focus is currently on retaining the designation Smart Tourist Destination. Major investments are being made in modernizing public spaces through the Plan de Sostenibilidad Turística en Destino, using digital innovations to make its unique colored houses and maritime heritage more accessible.

In addition, the municipality actively promotes gastronomic tourism through the La Vila Gastronómica label, focusing on the combination of fresh fish and the local chocolate tradition. This strategy should ensure that Villajoyosa remains a vital and authentic destination for the conscious traveler beyond the summer season.

Geography & neighborhoods in Villajoysa

The location of Villajoyosa

Villajoyosa is a coastal town on the Costa Blanca that is the capital of the Marina Baixa region. Its location on the Mediterranean Sea is centrally located between the city of Alicante and the popular Benidorm. Known locally as La Vila Joiosa, the place is famous for its brightly colored fishermen’s cottages along the coastline.

The area is characterized by 15 kilometers of coastline with several sandy beaches and hidden coves. The Amadorio River flows right through the center to the sea, while the mountainous hinterland invites hiking and biking. Preserving its authentic fishing tradition and local chocolate industry, the town has a unique and quieter character than surrounding towns.

The accessibility of Villajoyosa

Due to its convenient location near the AP-7 freeway and the N-332 coastal road, the city is easily accessible by car. From Alicante airport, the travel time is about 30 to 40 minutes. There are also regular shuttle buses and scheduled buses that connect the airport directly to the resort.

Within the region, Villajoyosa is connected via Alicante’s TRAM Metropolitano. The stop in the center provides a direct and easy connection to both Alicante and Benidorm. This makes surrounding attractions and cities easily accessible for residents and tourists who do not use their own cars.

Map Villajoyosa Spain

The neighborhoods in Villajoyosa

Below is an overview of the neighborhoods in Villajoyosa:

• Centro Histórico (Historic Center): this is the heart of Villajoyosa, where visitors can wander through narrow cobblestone streets and admire historic buildings. There are also numerous cozy cafes, restaurants and stores here;

• Playa Centro (Central Beach): this neighborhood borders the historic center and stretches along the coastline. It is home to a lively beach with a variety of amenities and activities, including water sports and beach bars;

• Montiboli: located on the eastern edge of Villajoyosa, Montiboli is an exclusive residential area with luxury villas and apartments. It offers beautiful sea views and privacy for those seeking a quiet and secluded setting;

• Torres: located on the western edge of Villajoyosa, Torres is a quiet residential area with mostly low-rise houses and apartments. It offers a relaxed lifestyle away from the hustle and bustle of the city center.

The climate & nature in Villajoyosa

A Mediterranean climate

Villajoyosa has a wonderful Mediterranean climate with warm, dry summers and mild, pleasant winters. With more than 300 days of sunshine a year, it is a paradise for sun lovers and outdoor enthusiasts.

The city enjoys long, hot summers, ideal for enjoying the beautiful beaches and swimming in the crystal clear waters of the Mediterranean. Even in summer, the heat is tempered by sea breezes, making it a comfortable destination for sun-drenched vacations.

The mild winters offer a welcome escape from colder climates, with temperatures rarely dropping below 10 degrees Celsius, making it an attractive place for those seeking winter quarters.

Weather, average temperatures

Below is a table of average temperatures in Villajoyosa by month:

Nature around Villajoyosa

The nature around Villajoyosa is very varied and consists of a beautiful coastline, a river valley and the mountains in the hinterland:

• The coastal path: this historic coastal path that connects the beaches and coves of Villajoyosa; the path runs partly along old cattle drives(coladas) and offers walks along cliffs and quiet coves such as Playa el Torres and Racó del Conill;

• The Amadorio reservoir (Pantano del Amadorio): (approx. 10-15 min drive) this is the large water reservoir of Villajoyosa, located in a valley just outside the town; the area is a popular spot for hikers and fishermen and offers a (unpaved) circular trail of about 8-10 km around the lake, overlooking the surrounding hills;

• The Sierra de Aitana mountain range (Serra d’Aitana): (approx. 45-60 min drive to the starting points) this is the highest and most imposing mountain massif of the Costa Blanca (summit at 1,558m); the area is known for its rugged landscape, ancient ‘snow pits’(Pous de Neu) and offers very challenging hikes, such as the famous ‘Round Hike of the Snow Pits’ (PR-CV 20);

• Natural Park Sierra Helada(Serra Gelada): (approx. 15-20 min drive) this is the first marine-terrestrial park (land and sea) in the region and forms the coastline between Benidorm and Albir. The area is known for its towering cliffs (up to 438m) and offers two popular routes: a very accessible walk to the Albir lighthouse and a strenuous crossing over the ‘ridge’ to Benidorm;

• Natural Park Las Salinas de Santa Pola: (approx. 40-50 min drive) this is an active salt mining area near Santa Pola that at the same time acts as an internationally important wetland. The area is a paradise for bird lovers, famous for the huge flocks of flamingos that reside there, and you can visit the Salt Museum.

Transportation & your stay in Villajoyosa

By plane to Villajoyosa

Would you like to go on vacation to Villajoyosa? Then the nearest airport is Alicante-Elche Miguel Hernández (ALC). From the airport it is about 35 kilometers to Villajoyosa, which amounts to a car ride of about 30 to 40 minutes.

From the Netherlands and Belgium, airlines such as Transavia, KLM, Vueling, Ryanair and TUI fly directly to Alicante, making the destination easily accessible.

On vacation to Villajoyosa

Villajoyosa (or La Vila Joiosa in Valencian) is an authentic fishing town world-famous for its colorful houses along the promenade and the smell of chocolate. It offers a unique mix for various types of vacations:

• Cultural and atmospheric vacations: with its famous colored fishermen’s houses, the historic old town(Casco Antiguo), the lively port and the Valor chocolate factory, this is a top destination for lovers of authentic Spanish culture;

• Beach vacations: unlike many places in the north, Villajoyosa has beautiful, wide sandy beaches such as Playa Centro and Playa Paraíso, ideal for families;

• Active vacations: the area offers beautiful hiking opportunities, such as the coastal walk Sendero de la Costa (towards Benidorm) and various routes in the hills inland;

• Wintering: thanks to its mild climate and laid-back atmosphere, Villajoyosa is a popular place for winter visitors who prefer an authentic town to a massive seaside resort.

You can opt for a package tour from a tour operator or arrange your flight and accommodation separately.

The gastronomy of Villajoyosa

Culinary venues

The city’s main eateries are in locations of authentic character:

• The promenade (Paseo de San Pedro): restaurants and terraces along the coast overlooking the colored fishermen’s houses;

• The port (Puerto de la Vila): a collection of seafood restaurants where the fresh catch is directly on the menu;

• The historic center: narrow streets lined with tapas bars and local bakeries selling traditional products;

• Chocolate museums and stores: locations scattered throughout the city where you can taste and buy locally produced chocolate.

Flavor profiles and specialties

The menu in Villajoyosa is dominated by fresh ingredients from its own bay and local industry:

• Peix de la Vila: daily fresh fish and seafood straight from the local fish auction;

• Arroz con Merluza: a specific rice dish with cod typical of this city’s fishing tradition;

• Suquet de Peix: a rich fish stew prepared with potatoes and various types of local fish;

• Chocolate: the city is home to well-known chocolate factories such as Valor and Clavileño, which is reflected in the offerings everywhere.

Restaurants in Villajoyosa

In Villajoyosa, you can enjoy fresh, quality ingredients and friendly service. There are stylish restaurants with refined Spanish dishes and cozy, authentic eateries outside the crowds.

Along the promenade and on the beach you will find places with beautiful views and Valencian specialties such as paella and fresh fish. There are also restaurants that cook completely gluten-free.

The facilities in Villajoyosa

Supermarkets in Villajoyosa

For a wide range of food items, visit the following locations in and around the city:

• Mercadona: This popular Spanish supermarket has a branch on Carrer Pati Fosc and is known for its wide selection of fresh produce;

• Consum: this supermarket is located just outside the center on Avinguda Pianista Gonzalo Soriano and offers many fresh and organic items;

• Masymas: this regional chain focuses heavily on products from the immediate area and is located in several locations in the region;

• Mercat Municipal: this indoor fresh food market in the historic center is open daily for fresh fish, meat, vegetables and local delicacies.

Parking in Villajoyosa

• Street parking: there is limited street parking around the perimeter of the historic center. These parking spaces are marked with blue lines and you must pay to park here. You can pay using the ElParking app or at a parking meter nearby;

• Parking garages: there are a few parking garages near the center of Villajoyosa that offer safe and convenient parking options. However, these tend to be more expensive than on-street parking;

• Valor Chocolate Factory: there is another free parking lot near the Valor Chocolate Factory, which is also within walking distance of downtown.

Tourist office in Villajoyosa

The tourist office in Villajoyosa is located near the Vilamuseu:

• Google Maps location
• Telephone number: +34 966 851 371
• Website: turismolavilajoiosa.com
• Opening hours:
  • Monday through Friday: 9:00 a.m. – 5:00 p.m. – 5:30 p.m. – 8:00 p.m;
  • Saturday: 9:00 am – 2:00 pm;
  • Sunday: closed.

All the tips for your visit to Villajoyosa

Additional information about Villajoyosa

Question & Answer

Handy links

• Visit Villajoyosa (Tourist information)
• Villajoyosa Wikipedia (General information)
• Spain.info Villajoyosa (Tourist information)

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