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All About La VILA JOIOSA, Villajoyosa

La Vila Joiosa, Villajoyosa literally means the 'joyful village'. It is famous as a centre for the production of chocolate, which could be the reason for its name! The town has three chocolate factories, all of which can be visited. The Valor Chocolate factory is perhaps the most famous, but there is also the Perez Factory and the Clavileno Factory, so you'll be spoilt for choice!

18th November 2020 - PP and Cs come together so that the place name Villajoyosa is not annuled. They call for citizen collaboration to keep the name in Spanish next to the Valencian.

According to PP and Cs "there are numerous historical documents that attest that Villajoyosa was the most used name of the town, being only until 1979 when the plenary of the City Council of the time adopted an agreement to formalize the place-name also in Valencian, adding La Vila Joiosa".

17th September 2020 Councillors of the town hall of Villajoyosa, decided that from now on, the town should be known only by its name in Valenciano."La Vila Joiosa".

All about la Vila Joiosa, the beach

All About La VILA JOIOSA, Villajoyosa 

La Vila Joiosa has over 3 kilometres of beaches, a lovely marina, a beach front promenade all along the central beach and the iconic multi coloured houses of the fisherman. Al Vila joiosa is also well know for its impressive Moors and Christian Fiesta usually held during the last week of July where there is a live re-enactment of the landing of the Moorish Army on the beaches at dawn, an all day battle which is finally brought to a close when the Arab leaders and their armies are thrown into the sea.

All about la Vila Joiosa

Places of interest and ideas of things to do in Vila Joiosa

  • Beach: long sandy beach.
  • Promenade: beside beach from the multi coloured houses to the marina.
  • Marina: at the end of the central beach, the fish auctions takes place Monday to Friday at 17.30 in the Lonja.
  • Multi Coloured Fishermen’s Houses: great backdrop to central beach.
  • Chocolate Factories: free to visit, each has a museum and shop
  • Market: large Thursday morning.
  • Moors & Christian Fiesta: held every July especially spectacular as the armies arrive on boats.

All about la Vila Joiosa


One of the most important monuments of the city is the Iglesia-fortaleza de la Asunción, built in the XVI century this is one of the three church-fortresses of the province of Alicante and declared an Asset of Cultural interest.  The church is located in the old town with its main entrance located in the Plaza de la Iglesia, number six. 


Being a fortress church, it was not only used for worship and prayer but also for defense against pirate attacks, the apse serves as the tower of the wall. As a fortress, it had windows for archers or, later, soldiers with pistols or arcabuces, to fire. In this way they could defend the population that was hiding in the church.

Vila Joiosa Valor Chocolate Factory

Parking: is on the side of the road wherever there is space.

From here: the chocolate factory is right beside you enter for your tour of the museum. More information here.

Perez Chocolates – 130 years of tradition 

The chocolate factory is definitely worth a visit. As you step over the threshold of this small chocolate factory, the smell of melting chocolate and tradition will warm your heart and senses.

Villajoyosa perez chocolate

Mr Perez the current generation owner will guide you around this beautiful, traditional chocolate factory. Watch the chocolate being shelled, ground and melted.

You will experience such a unique and genuine insight into a chocolate factory who still follow traditions from over 100 years ago.

The chocolate shop awaits you! A secret door is unlocked and you walk into a traditional and fantastic small shop of pure chocolate heaven.

Devour samples of freshly made chocolate and treat yourself to a bar or three of the exceptional Perez Chocolate.

All about la Vila Joiosa

Visit the Roman ruins of Allon

Located in Vila Joyosa was the ancient Roman city of Allon.  The remains of these Roman Baths are very well-preserved. Masonry walls, as well as service rooms and a sauna enclosure with several heat rooms, are among the remains.  These baths can be found on Canalejas Street. Recovery work for these Roman baths is still ongoing.

Beaches in Villa Joiosa

Platja (Playa) Centro Beach

The main beach in the town centre of Vila Joiosa. A lovely wide sandy beach with palm trees backed by a pedestrianised promenade lined with restaurants.

Raco del Conill Beach

To the north of Vila joiosa and very close to Benidorm the Raco del Conill beach is a naturist beach for people who want to sunbathe in the nude

Playa Paradise Beach

Good sandy beach with lovely palms, just south of Vila Joyosa and one of the most popular beaches

Platja Playa L´Esparrello Beach

Two kilometres south of the town centre of Vila Joyosa, a very quiet beach ideal for fishing and nude bathing as this is a nudista beach.

Platja La Caleta Beach

To the south of Vila Joiosa, this pebbly Beach is the beach that is used by the Euro Tennis hotel and the five star hotel El Montiboli

Platja Bon Nou Beach

To the south of Vila Joiosa and also sometimes known as Bol Nou, nice sheltered bay with good sand and with a beach bar, known in Spain as a Chiringuito

De Torre Beach

To the north of Vila Joiosa and the Torre beach is generally pebbled but very quiet and hard to find so it is a good beach to escape the crowds. A nice place to walk and have a drink at the beach bar

Tio Roig - Varadero Beach

Popular beach just to the north of the town centre and port. Good quality sandy beach, busy with beach bar

Xarco Beach

This quiet beach is the southernmost beach in Villajoyosa, it is noted for the famous Xarco watchtower.  Situated in the area of Tossal del Mar and accessed from the N-332 road.

Estudiantes Beach

To the north of Villajoyosa and close to the port and town of Villajoyosa.

La Vila Joisa History

The oldest archaeological remains found in the city date back to the bronze age and are remains of an ancient Iberian settlement. But it was not until the time of the Roman Empire when the city was an important economic and social growth becoming a major city of Hispania. you can still see the ruins of Allon, as the town was named during Roman times,

In the Middle Ages, this was an uninhabited region when Jaime II of Aragon decided to found a city in the 1300s to repopulate the area and protect it from the Barbary pirates, who at that time were pillaging and terrorizing the coastal populations. In the 16th century, seeing that pirate attacks were continuous and relentless, Philip II had built new walls and a system of defensive towers around the coast to protect the city.

Villa Joyosa´s famous Moors and Christians Fiesta - 24th to 31st July 2022.

This is a based on a historical re-enactment of a famous Moorish Christian battle which took place in 1538, lead by Zallé Arraez.  This fiesta includes a full naval landing, battles on the beach, wonderful floral displays, magnificent processions and live music throughout the town.

Schedule of events 2022 - Translated from Spanish

July 24. At 9:00 p.m. INAUGURATION OF THE ARTISTIC IL·LUMINATION that embellishes the streets of our city. At 9:00 p.m. from the headquarters of the Santa Marta Association, ENTRANCE OF MUSIC BANDS that will travel through the streets of Ciutat de València, Avinguda del País Valencià, Barranquet, finally ending at the Barbera dels Aragonés, on s'interpretarà l'Himne Regional i is fired a great mascletà with the start of the festivities.

Dilluns, July 25. At 8:30 p.m. ENTRADA MORA, which will start at Carrer de Colom, will continue through the Valencian Country and end at Plaça de la Generalitat. Troops will parade under the following order: Flag of the Santa Marta Association, Tuaregs, Moors of the Riff, Negres, Artillery of Islam, Moors of Capeta, Moors Merchants, Moorish Artillery, Moors Pak kos, Black Guard, Beduins , Barbary Pirates and Moorish pageantry.

Dimarts, July 26 at 8:30 p.m. CHRISTIAN ENTRANCE, which will start at Carrer de Colom, will continue through the Valencian Country and end at Plaça de la Generalitat. Troops will parade under the following order: Flag of the Santa Marta Association, Smugglers, Pirates Corsaris, Destralers, Llauradors, Almogàvers, Sailors, Caçadors, Voluntaris, Pescadors, Catalans, Christian Artillery and the Christian pageantry.

Dimecres, July 27. At 6:00 p.m. Concentration of the companies of Fishermen, Sailors, Pirates Corsaris and Smugglers at the Barranquet roundabout, next, they will go to the port for the departure of the festers.

All about Villa Joyosa

At 7:00 p.m. Concentration of Christian troops at the Parc del Censal in front of Carrer de Pizarro to go to the beach area to defend the castle.

At 8:00 p.m. To the beach, ALIJO DE CONTRABANDISTES I PIRATES CORSARIS, which spoils the intense combat and the resistance of the Christian troops will arrive at the foot of the castle and will donate to the AMBAIXADA CONTRABANDISTA.

8:30 p.m. At 9:00 p.m. From the intersection of Carrer de Pizarro amb l'avinguda del País Valencià ends at the castell located at Passeig del Dr. Esquerdo, PRESENTACIÓ DE TROPES MORES AL SEU REI and later AMBAIXADA BEDUÏNA.

Dijous, July 28. Starting at 03.00 hours, the Mores Baixaren Companies per Varadero ends at the Port. From 04.30 hours. BAIXADA DE L’EXÈRCIT CRISTIÀ along the Costera de la Mar ends the Christian camp.

06.00 hours. Toc d'alarma general in the beach, arrival of l'emissari davant del castell and reading of l'al legat. Next, DISEMBARK MORO and act followed by AMBAIXADA MORA. At 6:30 p.m., concentration of shooters at the Plaça de la Generalitat and down the coast along the Costera de la Mar.

8:00 p.m. Concentration of the Moorish troops at Plaça de la Generalitat and at 8:30 p.m. Concentration of the Christian troops to go down to the Reconquesta act. La baixada dels Moros per Cas Antic i els Cristians per la Costera La Mar. 

9:00 p.m. AMBAIXADA CRISTIANA, simulation of the final battle between the two bandolsi RECONQUESTA CRISTIANA DEL CASTELL. Tot seguit, SHOT FROM VINT-IUNA SALVES D’HONOR to the charge of the Christian Artillery and bid to the Church of the Mare de Déu de l’Assumpció in act of ACCIÓ DE GRÀCIES to our Patron Saint Marta. Divendres,

July 29. At 11:30 a.m., from the headquarters of the Santa Marta Association, eixida of the procession encapçalada per Banderers, Board of Directors, Civil Authorities and tot fester and I saw that hi vulga participate.

12:00 p.m. SOLEMN MASS IN HONOR OF SANTA MARTA at the Church of the Mare de Déu de l'Assumpció. 

8:00 p.m. SOLEMN PROCESS IN HONOR OF SANTA MARTA, in which the image of our patron saint will travel through the streets of the historic center accompanied by the festers, festive authorities, civil and religious and all the devotees and veïns that ho desitgen. The image will be covered by the muscles for the gifts and homes of the company Marinos i gent del poble.

00.30 hours. The CASTELL DE FOCS ARTIFICIALS DE SANTA MARTA came to the center of the tindrà beach. Dissabte, July 30. At 1:00 p.m. PAELLES COMPETITION at the Mercat dels Dijous.

Diumenge, July 31. At 8:00 p.m. CARROSSES CHILDREN'S PARADE, which will run through Ciutat de Requena streets (great stop), Eivissa, Colom, Avinguda del País Valencià, Pizarro, Avinguda Joan Carles I, Carrer dels Germans Aragonés fins al Carrer Huit de Maig.

Dilluns, August 1. At 7:30 p.m. MISSA IN MEMORY OF THE DIFUNTS FESTERS at the Església del Crist Ressuscitat.

The organization reserves the right to modify the hours and location of the acts at any time and without prior notice.

Getting to Villa Joyosa
Round Town Travel - Choc and Shop coach trip, enjoy a visit to the Valor Chocolate factory and time to shop.
Choc and Shop coach trip to Villa Joyosa
By car

The easiest way is on the N332, it is well signposted heading from Benidorm towards Alicante.

Car Park 1

Parking: is in the gravelled car park and is free, situated at the end of the beach.

From here: walk out of the car park and turn right for the sandy beach, promenade and old town.

Car Park 2

Parking: is in the underground car park and is charged for by length of stay.

From here: the car park is right beside the sandy beach, promenade and old town.

Top tip: the turning for the pay car park is between the petrol station and a small park with a fountain, the turning is signed Platja Centre.

Villajoyosa Marina

Parking: is on the side of the road and is free.

From here: the marina is directly in front of the parking spaces, keep the sea on your left and walk along the promenade beside the sandy beach for the old town.

By Tram

Look at the official website to find out timetables.  Tram Line No 1 will get you from Benidorm to Villa Joyosa in about 20 minutes.  Trams are every 30 minutes and cost around 2€

By Bus

Alsa Bus - Time table here cost around 4€


A taxi from Benidorm will cost approximately 20 - 25€

Find information on other places to visit HERE

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