Villajoyosa

Villajoyosa

Villajoyosa: A Hidden Gem on Spain's Costa Blanca

Imagine a town where colorful houses line the seafront, where you can sip coffee in the shadow of ancient city walls, and where the smell of the sea mingles with the sweet aroma of freshly made chocolate. Welcome to Villajoyosa, a charming coastal town in the province of Alicante, Spain, often overlooked by tourists in favor of its flashier neighbor Benidorm. Yet for those in the know, Villajoyosa is a treasure trove of culture, history, and relaxed Mediterranean lifestyle.

Culture and Traditions

Villajoyosa’s culture is deeply tied to its maritime history and Mediterranean roots. One of its most famous traditions is the Moros y Cristianos festival, which takes place every July. This isn’t just a parade; it’s an explosion of color, sound, and history. The festival commemorates the town’s successful defense against a Moorish attack in the 16th century. With vibrant costumes, live battle reenactments on the beach, and fireworks that light up the night sky, the entire town comes alive. It’s not just a tourist spectacle—locals participate with pride, ensuring this tradition remains deeply rooted in their identity.

Another unique part of Villajoyosa’s culture is its fishing heritage. For centuries, the town’s economy revolved around the sea, and even today, the Lonja de Pescado (fish auction) is a cornerstone of daily life. Every afternoon, fresh fish is brought in by local fishermen and sold in a lively auction that’s open to the public. If you’re visiting, it’s worth attending—it gives you a true sense of the town’s connection to the sea.

Villajoyosa Town

Why Are the Houses on the Beach Different Colors?

Villajoyosa is immediately recognizable by its seafront, where rows of houses are painted in vibrant hues of red, blue, yellow, and green. But why are the houses painted so brightly? There are two stories that locals like to tell. One is practical: the colorful facades made it easier for fishermen to spot their homes when returning from sea. On a clear day, these bright colors would be visible from miles away, helping sailors navigate back to safety. The second story is more sentimental. It’s said that the wives of the fishermen chose the colors, painting their homes as brightly as possible to catch their husbands’ eyes from the water, a way of guiding them home with love.

Whichever story you prefer, the colors have become a symbol of the town’s character—joyful, vibrant, and deeply connected to the sea.

Colored houses of Villajoyosa

How Many Beaches Are There in Total and What Are They Like?

Villajoyosa is blessed with over 15 kilometers of coastline, offering a total of nine beaches. Each beach has its own character, catering to different tastes, but all share the same clear, turquoise waters that the Costa Blanca is famous for.

 1. Playa Centro: The town’s main beach, located right in the heart of Villajoyosa, is a golden stretch of sand with plenty of amenities—perfect for families. The backdrop of colorful houses makes it one of the most photographed spots in the town.

 2. Playa El Paraíso: A quieter beach to the north, with a mix of pebbles and sand, El Paraíso is ideal for those who prefer a more natural, less crowded setting. It’s a great spot for snorkeling thanks to its clear waters.

 3. Playa del Bol Nou: This small, secluded cove offers calm waters and a sense of tranquility. Surrounded by cliffs, it’s a favorite for those looking to escape the crowds and enjoy a quiet day by the sea.

 4. Playa La Caleta: Another pebble beach, La Caleta, is loved for its rugged beauty. The waters are calm, making it perfect for swimming, and the surrounding rocks are great for snorkeling and exploring marine life.

Other smaller beaches and hidden coves dot the coastline, providing a mix of sandy shores and rocky outcrops for visitors to discover. Whether you’re looking for a family-friendly day out or a more secluded beach experience, Villajoyosa’s variety of beaches won’t disappoint.

Hotels in Villajoyosa

Villajoyosa offers a range of accommodation options, from charming boutique hotels to beachside resorts. The Hotel Allon Mediterrania stands out with its prime beachfront location, offering modern rooms with stunning sea views. For a more intimate experience, Hostal El Mercat in the town center offers traditional Spanish charm at a more affordable price.

For those looking for luxury, BlueSense Villajoyosa Resort offers a more upscale experience with spa services and private access to quieter beaches. Vacation rentals and apartments are also popular options for families or those looking to stay longer, especially in the beachfront areas where waking up to the sound of waves is a daily pleasure.

Tourism

While Villajoyosa remains a quieter destination compared to nearby tourist magnets like Benidorm, it’s steadily growing in popularity among those seeking an authentic experience of Spain’s Mediterranean lifestyle. The town’s slower pace, charming streets, and uncrowded beaches offer a refreshing alternative to the busy tourist hubs.

Tourism in Villajoyosa is mainly focused on its rich history, natural beauty, and cultural events. The Moros y Cristianosfestival is a major draw, as are the town’s archaeological sites like the Roman baths and medieval walls. Nature lovers are also attracted to the town for its hiking trails and scenic coastline. Villajoyosa offers a different type of vacation—one where you can take time to explore, relax, and really experience the local way of life.

Villajoyosa tourism

Safety

One of Villajoyosa’s strongest assets is its safety. The town is known for being peaceful and welcoming, with a strong sense of community. Crime rates are low, and it’s the kind of place where you’ll feel comfortable walking through the streets, even at night. The relaxed pace of life here means that stress is low, and people are friendly and open to both tourists and new residents. Whether you’re visiting or considering moving here, Villajoyosa offers a sense of security and calm.

About Life and Migration in Villajoyosa

Playa La Caleta, Villajoyosa

Villajoyosa has become increasingly popular among expats, particularly from northern Europe. The town’s laid-back lifestyle, stunning beaches, and relatively affordable cost of living have attracted a growing number of retirees and digital nomads. The expat community here is welcoming, and many locals speak English, making the transition to life in Villajoyosa easier for newcomers.

For those considering a move, life in Villajoyosa is slower and more relaxed than in larger Spanish cities. It’s the kind of place where people still shop at the local market, buy fresh fish from the harbor, and stop to chat with neighbors. If you’re looking for a peaceful lifestyle with access to both nature and modern conveniences, Villajoyosa might just be the perfect place.

The Chocolate Factory

One of the sweetest surprises in Villajoyosa is its famous chocolate-making tradition. The town is home to the Valor Chocolate Factory, which has been producing some of Spain’s finest chocolate since 1881. The factory offers guided tours that take visitors through the process of making chocolate, from the cocoa beans to the final product. The tour ends with a tasting session, where you can sample everything from rich dark chocolate to creamy milk chocolate, leaving with a newfound appreciation for Villajoyosa’s sweeter side.

The Valor brand is known throughout Spain, and the factory itself has become a popular tourist attraction. It’s not just about the chocolate—it’s a window into the town’s industrial heritage and a reminder of how Villajoyosa’s economy has diversified over the years.

The Modern Lifestyle

The Fishing Heritage of Villajoyosa

While Villajoyosa retains its historical charm, it’s also adapted to modern living. The town’s infrastructure has improved in recent years, and it now offers everything you’d expect from a contemporary town. There are supermarkets, shopping centers, schools, and excellent healthcare facilities. The town’s train station connects it to Alicante and Benidorm, making it easy to travel further afield for work or leisure.

Despite these modern conveniences, Villajoyosa maintains a sense of authenticity. People still shop at local markets, and small family-run businesses thrive alongside newer, more commercial enterprises.

Cuisine and Gastronomy

Cuisine and Gastronomy Villajoyosa

Villajoyosa’s culinary scene is rooted in the Mediterranean diet, with a strong emphasis on fresh, local ingredients. The town’s connection to the sea means that seafood plays a starring role on most menus. Traditional dishes like arroz a banda (a rice dish cooked with fish broth) and caldero (a fish stew) are local favorites.

Villajoyosa’s proximity to the Alicante wine region also means that good wine is never far away. Whether you’re dining at a beachside restaurant or enjoying a meal in one of the town’s traditional tabernas, you’ll find excellent wine to accompany your meal. And, of course, no meal in Villajoyosa is complete without a sweet ending—whether it’s a dessert made with Valor chocolate or a turrón (nougat) from nearby Jijona.

Real Estate and Property Market

The real estate market in Villajoyosa has become increasingly attractive, particularly for foreign buyers looking for second homes or retirement properties. The town’s relative affordability compared to other parts of the Costa Blanca, combined with its authentic charm, makes it an appealing option.

Properties range from modern apartments with sea views to traditional townhouses in the historic center. Apartments start around €150,000, while larger, more luxurious beachfront villas can exceed €1 million. For those seeking a slower pace of life with excellent amenities and access to the sea, Villajoyosa offers great value.

Sustainable Tourism and Future Development

Port of Villajoyosa

Villajoyosa is committed to maintaining a balance between tourism and sustainability. The town has avoided the overdevelopment seen in other parts of the Costa Blanca, opting instead for a more thoughtful approach to growth.

The local government has invested in eco-friendly tourism initiatives, such as promoting cycling routes and protecting the natural environment. Plans for future development include further investment in sustainable infrastructure, ensuring that Villajoyosa remains a beautiful and livable town for future generations.

Conclusion

Villajoyosa is a town that captures the essence of the Mediterranean lifestyle—colorful, relaxed, and deeply connected to its history and the sea. Whether you’re drawn by its culture, its beautiful beaches, or its slower pace of life, Villajoyosa offers an authentic and welcoming experience that’s hard to find elsewhere on the Costa Blanca. It’s not just a place to visit—it’s a place to fall in love with.

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