Villajoyosa (La Vila Joiosa)
TownLa Vila Joiosa — Villajoyosa — is a seaside town between Benidorm and Alicante, famous for its astonishing wall of brightly coloured houses lining the seafront, and for the Valor chocolate that has been made here for generations.
Why visit Villajoyosa
Behind a long seafront of houses painted in reds, blues, yellows and greens lies a genuine old town of narrow streets and a long history, with sandy beaches and a palm-lined promenade. Quieter and more authentic than its big neighbour Benidorm, it is an easy, photogenic stop on the coast — and a favourite with cyclists who ride the coast road through it.
The coloured houses
A wall of brightly painted façades in reds, blues, yellows and greens lines the seafront and the mouth of the river. Tradition holds the colours helped fishermen pick out their own homes from the sea.
Valor & the chocolate museum
The Valor company has made chocolate here for generations, and the town has a chocolate museum to visit — the sweetest reason to stop in La Vila Joiosa.
Narrow streets & history
Behind the painted seafront is a real historic centre of tight lanes and old houses, with a long maritime past still felt along the river mouth.
Sand & promenade
Sandy beaches sit right by the centre, backed by a long palm-lined promenade made for an easy seafront stroll.
Quieter than Benidorm
Just down the coast from Benidorm but a world apart in feel — calmer, more local, and far more photogenic.
On the coast road
A favourite with cyclists, who ride the scenic coast road that threads right through the town between Alicante and Benidorm.
Practical information
- Getting there: on the coast between Alicante and Benidorm, about 30 minutes by car from Alicante airport (ALC); also reachable by the TRAM tram-train on the Alicante–Benidorm line.
- What to see: walk the painted seafront, wander the old town, and visit the Valor chocolate museum.
- Beaches: sandy town beaches sit right beside the centre, with a palm-lined promenade alongside.
- Best time to visit: spring to autumn for the beach and seafront; the old town and coloured houses are a pleasure to photograph any time of year.
Explore more of the Costa Blanca
Villajoyosa is one of many destinations on the CostaMap interactive map — browse beaches, villages, castles and viewpoints across the whole coast.
