On the sun-drenched shores of Spain’s Costa Blanca lies a coastal town unlike any other. Famous for its vivid seafront houses and deep-rooted fishing traditions, Old Town Villajoyosa Spain (often affectionately shortened to “La Vila”) feels like a hidden gem waiting to be discovered. With its cobbled lanes, pastel-painted buildings, and rich culinary history, this old town is a vibrant blend of color, culture, and community.
Tucked between the larger cities of Alicante and Benidorm, Old Town Villajoyosa Spain offers an experience that is uniquely relaxed, deeply authentic, and visually unforgettable. In this guide, we’ll walk you through the top attractions, how to get there, accommodation options, and everything you need to plan a trip to remember.

A Bright and Storied Past
Villajoyosa’s history stretches back over 3,000 years. First inhabited by the Iberians and then influenced by the Romans and Moors, it was during the 16th century that the town became strategically significant. Coastal attacks from pirates were common, so the town was fortified and given the name “La Vila Joiosa,” meaning “The Joyful Town.”
And joyful it remains.
Today, the Old Town of Villajoyosa Spain is best known for two things: its colourful houses and its chocolate-making heritage. Local legend claims that the houses were painted in bright colors so fishermen could recognize their homes from the sea. This cheerful palette remains a defining feature of the town.
The tradition of chocolate production, brought here in the 19th century, adds a sweet layer to its legacy. Villajoyosa became the epicenter of Spain’s chocolate trade, with some factories still operating in and around the Old Town.

Top Places to Visit in Old Town Villajoyosa
Though compact in size, the Old Town is packed with fascinating landmarks and experiences. Here are three must-see places to visit:
1. Valor Chocolate Museum (Museo del Chocolate Valor)
No visit to Villajoyosa would be complete without a trip to Valor, one of Spain’s oldest and most beloved chocolate brands. Founded in 1881, this family-run company opened its chocolate museum in the heart of the town to celebrate over a century of craftsmanship.
The museum offers guided tours where you can learn about the history of cocoa, traditional chocolate-making methods, and the evolution of the brand. Best of all? The visit ends with a generous tasting of Valor’s rich, velvety creations.
Tip: Tours are usually in Spanish, but audio guides or printed English translations are available.

2. Villajoyosa Seafront and Promenade
Perhaps the most iconic image of Old Town Villajoyosa Spain is the row of colorful houses that line its palm-fringed promenade. Facing the Mediterranean, this stretch is ideal for a relaxed stroll, beachside drink, or just admiring the view.
Behind the façades, you’ll find family-run tapas bars, artisan shops, and cafés serving everything from local seafood to ice cream made with Valor chocolate.
The nearby Playa Centro, a clean and sandy beach, is perfect for a swim or sunbathe. It’s Blue Flag certified and family-friendly, with calm waters and beachside amenities.

3. Casa Museo La Barbera dels Aragonés
This beautifully preserved 17th-century manor house gives you a glimpse into the aristocratic life of Villajoyosa’s past. Once home to the Aragonés family, the house was turned into a museum showcasing furniture, clothing, artwork, and decorative styles from the 19th century.
It also houses an exhibition space with rotating cultural displays and is surrounded by a tranquil public park, perfect for a shaded break during your walk around town.
Getting to Villajoyosa
Despite its quiet charm, Old Town Villajoyosa Spain is surprisingly accessible.
✈️ By Air
The nearest airport is Alicante-Elche Airport (ALC), which is around 50 km (about 40 minutes) from Villajoyosa. This airport serves a wide range of domestic and international flights and is the main gateway for the Costa Blanca.
From the airport, your options include:
- Rental car – A direct and convenient route via the AP-7 motorway.
- Taxi or private transfer – Widely available and fairly priced for small groups.
- Tram and bus combination – Take a C-6 bus to Alicante city, then the TRAM.
🚆 By Train and Tram
Villajoyosa doesn’t have a national train station, but it’s well connected by the TRAM Metropolitano de Alicante. From Alicante, take TRAM Line 1 toward Benidorm and hop off at La Vila Joiosa station. The journey takes about an hour and winds along some beautiful coastal routes.
Once you arrive, it’s a 10–15 minute walk or a short local taxi ride into the Old Town.
🚗 By Car
Villajoyosa is conveniently located along the AP-7 motorway, making it easy to access by car from Alicante, Benidorm, or further afield. For a scenic route, the N-332 coastal road offers panoramic sea views and passes through charming towns.
Parking is available on the edge of the Old Town and near the beachfront, though spaces can be limited during peak summer months.

Where to Stay in Old Town Villajoyosa Spain
Whether you’re after sea views, historic charm, or budget-conscious comfort, Old Town Villajoyosa Spain offers a range of accommodations to suit your style.
🏨 Historic Guesthouses and Boutique Hotels
- Hostal El Mercat – Set in a restored traditional building, this cozy guesthouse offers modern rooms with local flair, just steps from the Old Town’s main street.
- Hotel Censal – A boutique hotel with contemporary décor, located between the old quarter and the beach.
🛏️ Budget Options
- Pension Rosa – Clean, affordable, and centrally located.
- Hostel Playa – Popular with backpackers and solo travelers.
🌊 Beachside Apartments
Want to wake up to ocean views? Rent a sea-facing apartment along the promenade. Many offer terraces, kitchens, and even direct beach access. Great for families or longer stays.
Eating and Drinking in the Old Town
Villajoyosa’s food scene reflects its Mediterranean setting and deep fishing roots. Expect fresh seafood, simple ingredients, and bold flavors.
Local Specialties to Try:
- Arroz a banda – A local rice dish cooked in fish broth, often with prawns or squid.
- Pez espada a la plancha – Grilled swordfish, a regional favorite.
- Coca amb tonyina – A traditional tuna and onion pastry.
Recommended Places:
- Restaurante Zerca – A family-run eatery known for authentic Valencian dishes and friendly service.
- El Hogar del Pescador – Great for seafood and sea views.
- La Jijonenca – For dessert, stop by this ice cream parlour for handmade helados, often infused with local chocolate.

Events and Local Culture
The tight-knit community of Old Town Villajoyosa Spain takes pride in its culture and festivals. If your visit coincides with one of these events, prepare for an immersive experience:
Moros y Cristianos Festival (Late July)
Arguably the most famous event in Villajoyosa, this Moors and Christians festival commemorates the town’s resistance to pirate attacks. It features parades, theatrical re-enactments, and the dramatic landing of the Moors on the beach at dawn.
It’s a spectacle of costumes, music, and fireworks that takes over the Old Town for several days.
Semana Santa (Easter Week)
Like much of Spain, Villajoyosa celebrates Holy Week with religious processions and traditional ceremonies. Though smaller in scale than those in major cities, the processions here are heartfelt and beautiful in their simplicity.
Chocolate Fair (Occasional Events)
Keep an eye out for chocolate-themed events hosted by Valor or the local council, including tastings, factory open days, and culinary contests.
Tips for Visiting Old Town Villajoyosa Spain
- Footwear matters – Many streets are steep or cobbled. Comfortable shoes will save your feet.
- Timing – Visit early morning or late afternoon for the best light and fewer crowds.
- Local crafts – Pick up ceramics, handmade soaps, or chocolate-based gifts in local shops.
- Photo ops – For the best views of the colorful houses, head to the Pont de Sant Antoni bridge.

Final Thoughts On Old Town Villajoyosa Spain
There’s something genuinely heartwarming about Old Town Villajoyosa Spain. Perhaps it’s the joyful clash of colors on its facades, the scent of chocolate lingering in the air, or the sound of seagulls above the fishermen’s boats. Whatever it is, this town leaves an impression.
Far from the bustle of big-city tourism, Villajoyosa offers a slower, sweeter kind of travel—one rooted in local life, proud traditions, and sensory pleasures. It’s a place where you don’t just visit; you feel welcomed.
So next time you’re in the Alicante region, trade the crowds of Benidorm for something more memorable. Spend a day—or a few—in Old Town Villajoyosa Spain, and let the joy of “La Vila” do the rest.
Go out of the main tourist season, and enjoy a peaceful stroll around the town when it’s not too hot. Thank me later!