Between Alicante and Benidorm lies one of the most charming coastal towns on the Costa Blanca: Villajoyosa, or as the locals call it, La Vila Joiosa. Although the name literally means “the joyful town,” it is above all the unique atmosphere that never fails to surprise visitors time and time again.

While many coastal towns have changed significantly over the years, Villajoyosa has managed to retain its authentic character. Here you can still see colorful fishermen’s houses along the beach, a bustling fishing harbor, charming squares, and a historic center where Spanish life still takes center stage.

The Colorful Houses of Villajoyosa

Anyone who sees photos of Villajoyosa will immediately recognize the town by its famous colorful facades along the beach.

According to tradition, fishermen used to paint their houses in bright colors so they could easily recognize them from the sea when they returned from a long day out on the water.

Today, these colorful houses are among the most photographed spots on the Costa Blanca, giving Villajoyosa a charm you won't find anywhere else on the Spanish coast.

A city with a rich maritime history

Villajoyosa has been connected to the Mediterranean Sea for centuries.

The fishing harbor still plays an important role in daily life. Every afternoon, fishing boats return with fresh fish, which is then sold at the fish auction and appears on the menus of local restaurants that very same evening.

The history of pirate attacks and the defense of the coast also lives on here. During the annual Moros y Cristianos festivities, this history is brought to life in spectacular fashion with parades, historical costumes, and a reenactment of the Moors’ landing on the beach.

These festivities are among the most beautiful in the province of Alicante.

Sun, sea, and beautiful beaches

Villajoyosa has over three kilometers of coastline featuring a mix of wide sandy beaches and quiet coves.

The central Playa Centro is located right on the colorful boardwalk and forms the heart of the city. There are also several quiet beaches where you can enjoy crystal-clear water and a relaxed atmosphere.

Well-known beaches include:

• Playa Centro
• El Paraíso Beach
• Torres Beach
• Playa Bol Nou
• La Caleta Beach

With its mix of lively beaches and quiet coves, Villajoyosa is a favorite among both families and nature lovers.

The Chocolate Capital of the Costa Blanca

Villajoyosa is known not only for the sea, but also for chocolate.

For more than a century, the city has been home to Chocolates Valor, one of Spain's best-known chocolate brands.

At the Museo del Chocolate Valor, you'll learn all about the history of chocolate and the production process, and of course, you can sample different varieties.

In addition, Villajoyosa is home to several smaller artisanal chocolate shops where the traditional methods of chocolate-making are still practiced.

A historic downtown full of charm

Behind the boulevard lies a charming historic center with narrow streets, colorful facades, and lively squares.

Here you’ll find small boutiques, tapas restaurants, and traditional cafés where locals gather every day. Be sure to take a stroll through the old fishing district and discover the authentic side of Villajoyosa that surprises many visitors.

Vilamuseu, the city’s archaeological museum, is also worth a visit. Here you can learn more about Roman history, archaeological finds, and Villajoyosa’s maritime past.

Nature around Villajoyosa

It's not just the coast that makes Villajoyosa special.

The surrounding area features beautiful nature reserves such as the Serra Gelada and the impressive Sierra de Aitana, where you can hike, bike, and enjoy panoramic views of the Costa Blanca.

The famous waterfalls of Les Fonts de l'Algar are also less than an hour's drive away and are a popular destination for nature lovers.

An ideal location on the Costa Blanca

Villajoyosa is very centrally located.

You can reach Benidorm in just a few minutes, while Alicante is about a half-hour drive away. Thanks to the TRAM Costa Blanca, you can also easily travel along the coast to various beach towns without using a car.

As a result, Villajoyosa combines the tranquility of an authentic coastal town with the convenience of a modern city.

Why So Many People Fall in Love with Villajoyosa

Every visitor discovers something different.

For some, it's the colorful houses; for others, it's the quiet beaches, the excellent restaurants, or the rich history.

One thing virtually everyone agrees on is that Villajoyosa is a place that has managed to preserve its own identity. Despite its popularity, the town still feels authentically Spanish and much less crowded than some of the surrounding beach resorts.

It is precisely this combination that makes Villajoyosa one of the most special places on the Costa Blanca.

A colorful destination that never ceases to amaze

Villajoyosa shows that the Costa Blanca has much more to offer than just sun and beaches.

With its colorful architecture, lively fishing harbor, chocolate culture, beautiful beaches, and authentic Spanish atmosphere, this coastal town is one of the region’s hidden gems.

Whether you're coming for a day trip, planning a vacation, or simply want to discover the most beautiful spots on the Costa Blanca, Villajoyosa has something to surprise just about everyone.

Perhaps that is exactly why so many visitors keep coming back to this cheerful city on the Mediterranean.

Would you like to learn more about living on the Costa Blanca, authentic Spanish towns, or life in Spain? Then be sure to check out our other articles and get inspired by everything this beautiful region has to offer.