🏖️ All About La Vila Joiosa (Villajoyosa) - La Vila Joiosa means “the joyful village”, and it truly lives up to its name. Famous for colourful fishermen’s houses, chocolate factories, and historic traditions, this coastal town is an ideal day trip from Benidorm.
🍫 Chocolate Capital of Spain
Villajoyosa is known for its chocolate. There are three main chocolate factories you can visit:
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Valor Chocolate Factory – the most famous, with FREE tours, a museum, and a chocolate shop.
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Perez Chocolate Factory – over 130 years old, this small family-run factory shows you traditional chocolate-making. Mr Perez himself may guide you around. Smell the melting chocolate and end with delicious samples in their old-style shop.
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Clavileño Chocolate Factory – another local favourite with its own museum and shop.
🛍️ Things To Do
✅ Beaches & Promenade – Over 3 km of coastline with golden beaches and a seafront promenade.
✅ Marina & Fish Auction – Watch the local fish auction Monday–Friday at 17:30 at the Lonja by the marina.
✅ Thursday Market – Large market every Thursday morning.
✅ Colourful Fishermen’s Houses – Iconic pastel houses by the beach – perfect for photos.
🏠 All About La VILA JOIOSA'S BRIGHT HOUSES:
The houses in Villajoyosa are painted in bright colours for a practical and cultural reason:
🎨 Tradition of Fishermen
Originally, fishermen painted their houses in vivid colours so they could easily spot them from the sea when returning from fishing trips. Each family would choose a distinct colour, making it easier to identify their home even in foggy or stormy weather.
🌈 Cultural Identity
Over time, this practical tradition became a symbol of Villajoyosa’s joyful and unique character, and today the colourful houses are protected as part of the town’s heritage.
They give Villajoyosa its famous postcard-perfect look, adding to the warm, cheerful feel that welcomes visitors.
🎨 Villajoyosa Street Art
Villajoyosa isn’t just a feast for the senses with its colourful houses and chocolate smells—it's also an open-air gallery showcasing vibrant murals that reflect its maritime soul and cultural pride:
Villajoyosa’s street art scene goes well beyond its iconic fisherman mural. Here are other standout pieces that bring colour and character to this charming coastal town:
🏰 History & Monuments
⛪ Iglesia-Fortaleza de la Asunción
This 16th-century fortress church is in Plaza de la Iglesia. It was built both for prayer and protection from pirates. Its tower has small windows for archers and later soldiers to defend the town.
🏛️ Roman Ruins of Allon
Explore the remains of the ancient Roman city of Allon on Canalejas Street. You’ll see well-preserved bath walls, sauna rooms, and other ruins still being excavated today.
🗼 Torre Malladeta & Villa Giacomina
South of town stands Torre Malladeta, built in the late 19th century by Dr José Mª Esquerdo as a place for study. It sits on the site of a 4th-century BC Iberian sanctuary dedicated to the Mother Goddess Tanit.
Nearby is Villa Giacomina, a mansion built in 1920. Enjoy walking paths here with amazing sea views and find La Cala de la Malladeta, a hidden rocky cove with crystal-clear waters.
🍽️ Dining Out
Villajoyosa has dining for everyone. Enjoy traditional Spanish seafood dishes, rice specialities, casual tapas bars along the beach, cosy cafés, and international restaurants. Whether it’s lunch by the promenade or dinner overlooking the marina, you’ll find warm hospitality and great food here.
⚓ Villajoyosa Marina
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Located on Av. del Puerto s/n, it’s a charming mix of traditional fishing port and modern sporting marina
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Facilities include 330 berths (for vessels up to 20 m long, draft up to 6 m) equipped with water and electricity
Parking along the roadside is free. The marina is directly in front with easy access to the promenade, sandy beach, and old town.
🌊 Best Beaches in Villajoyosa
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Playa Centro – wide sandy beach with palm trees and promenade lined with cafes and restaurants.
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Raco del Conill – naturist beach north of town, secluded and peaceful.
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Platja L’Esparrello – quiet beach 2km south, ideal for fishing or nude bathing.
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Platja La Caleta – pebbly beach used by the Euro Tennis and Hotel Montiboli guests.
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Bol Nou (Platja Bon Nou) – sheltered sandy bay with a beach bar (chiringuito).
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Playa Paradise – palm-lined, popular beach south of town.
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Torre Beach – quiet pebbly beach, hard to find, ideal to escape crowds.
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Tio Roig / Varadero Beach – good sandy beach north of town centre, busy, with a beach bar.
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Xarco Beach – southernmost beach, noted for its historic watchtower.
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Estudiantes Beach – near the port and town centre.
🚤 Watersports with Todajet
Enjoy thrilling jet ski rides, parasailing, banana boats, or hire a boat (with or without a license) for an unforgettable day on the Mediterranean.
Todajet are professionals with extensive experience in water sports activities!
🏛️ La Vila Joiosa History
Archaeological remains date back to the Bronze Age, later becoming the Roman city of Allon, an important settlement in Hispania. During the Middle Ages, King Jaime II of Aragon re-founded the city in the 1300s to protect against Barbary pirates. In the 16th century, Philip II strengthened defences with walls and coastal watchtowers, many still visible today.
🎭 Moors & Christians Fiesta
Villajoyosa is famous for its spectacular Moors and Christians Fiesta in the last week of July. Expect:
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A full naval landing re-enactment at dawn, recalling the Moorish army’s attack in 1538
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All-day battles between the armies, ending with the Moors being cast into the sea
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Magnificent costumes, processions, floral displays, fireworks, and live music filling the streets.
🚗 Getting to Villajoyosa
