Villajoyosa, Valencian La Vila Joiosa, is the historic capital of the Marina Baixa region. The town lies to the south of Benidorm and stands out clearly from the neighbouring mass tourism with its original character, functioning urban structure and colourful house facades. Villajoyosa combines real city life with a maritime environment - lively but not overcrowded. The town is becoming increasingly popular, especially with residents looking for an authentic environment close to the sea.
Villajoyosa developed from an Iberian settlement into a fortified town against pirate raids. The colourful houses on the riverbank once made it easier for fishermen to spot them from the sea. In the 19th century, Villajoyosa became famous for its chocolate industry. Unlike in neighbouring Benidorm, the focus here was on preserving urban development based on fishing, manufacturing and everyday life. Today, Villajoyosa is a town with its own character, local economy and maritime character.
The historic old town stretches along the River Amadorio and impresses with its colourful house facades, narrow streets, markets and squares that characterise the historic centre of Villajoyosa. In addition to the old town, the city offers modern neighbourhoods with shops, doctors, schools, administration and local amenities - all within walking distance. Particularly worth mentioning: the townscape is not dominated by high-rise buildings, but by a human scale and maritime atmosphere.
With over 15 kilometres of coastline, Villajoyosa offers one of the most varied beach landscapes in the region - without mass tourism.
All beaches have been awarded the Blue Flag, are barrier-free and offer tranquillity and quality - even in the summer months.
Villajoyosa is still an active fishing town today. The harbour is functional, not a tourist show element - freshly caught fish is landed here every day, which you can buy at the market or in the restaurants.
Villajoyosa is also famous for its chocolate production: the Valor brand is internationally recognised and operates a chocolate museum on site that showcases tradition and craftsmanship - charming, not overly touristy.
Villajoyosa is one of the most traditional towns in the region. It is particularly well known:
The festivals combine history, everyday life and joie de vivre - supported by the local population, not by tourism.
The Weekly market takes place every Thursday morning in the Plaça de la Generalitat takes place. It is complemented by the daily fresh market in the central market hall - with fish, meat, fruit and regional crafts.
The surrounding area offers opportunities for hiking along the coast, cycling, water sports or quiet walks along the beaches. Villajoyosa has a complete urban infrastructure with a public hospital, health centres, schools (including international courses), shopping facilities and TRAM connections to Alicante, Benidorm, Altea and Dénia.
Villajoyosa is ideal for long-term residents, families and those seeking peace and quiet who value infrastructure and authenticity. Property prices are comparatively moderate, both in the centre and near the coast. Many urbanisations are low-rise, well-kept and offer sea views - without the price structure of the neighbouring towns.
📌 Contact & information
Villajoyosa Tourist Office
📍 Calle Colón, 40 - 03570 Villajoyosa (Alicante)
📞 +34 966 851 371
✉️ villajoyosa@touristinfo.net
🌐 www.villajoyosa.com
