Central Costa Blanca

Villajoyosa

The chocolate capital with rainbow-coloured fishermen's houses

Population

≈ 35,000

Climate

Mediterranean · 320 days of sun · avg 19°C

Nearest airport

Alicante–Elche (ALC) — 45 km

Known for

Coloured houses, chocolate, fishing port, Hospital Marina Baixa

Welcome to Villajoyosa

Villajoyosa (La Vila Joiosa) is a working Mediterranean fishing town famous for two things: the row of brightly painted houses lining its seafront — historically used by fishermen to spot their homes from out at sea — and its 300-year-old chocolate industry, anchored by the Valor factory and museum. Just south of Benidorm, it offers authentic Spanish coastal life with a Blue Flag beach, a real port and prices well below its glamorous neighbour.

Who it's ideal for

Buyers wanting authentic Spain near Benidorm prices
Families using the TRAM and Hospital Marina Baixa
Foodies and chocolate lovers
Long-let investors targeting hospital staff and locals

At a glance

Region: Central Costa Blanca
Area: 59.4 km²
Population: ≈ 35,000
Languages: Spanish, Valencian, English, French

History & heritage

Founded by the Romans as Allon and refounded by King Jaume II in 1300, Villajoyosa has been a fishing and merchant port for two millennia. Its almond-and-cocoa trading routes gave rise to a chocolate industry — Valor (1881), Pérez and Clavileño — that still defines the town's economy.

Lifestyle

Authentic, unpretentious and lived-in year-round. Mornings at the fish auction (lonja), afternoons on the paseo, evenings on tapas terraces in the old town. The TRAM line links it directly to Benidorm and Alicante for work and weekends.

Best beaches

Playa Centro (Bol Nou)

Blue Flag golden-sand town beach, 1 km long, backed by the coloured houses.

Playa Paraíso

Family-friendly sandy beach south of the port with calm water.

Cala del Esparrelló

Quiet cove popular with snorkellers.

Top things to do in Villajoyosa

1.Walk the rainbow-painted Calle Colón seafront
2.Tour the Valor Chocolate Museum and factory shop
3.Explore the walled old town and Iglesia de la Asunción
4.Visit Vilamuseu (Roman shipwreck collection)
5.Take the TRAM to Benidorm or Alicante in 25 minutes

Where to eat & drink

One of the Costa Blanca's most respected fish-cooking towns. Day-boat catch, salt-cured fish (mojama, hueva) and rice dishes built around shrimp and rockfish, finished with chocolate from the local factories.

Signature dishes

Arroz a bandaSepia con habasMojama de atúnSuquet de peixChocolate Valor a la taza

Where to stay

A handful of 4-star seafront hotels (Allon Mediterrania, El Montíboli resort), boutique guesthouses in the old town and holiday apartments along the beach.

Living in Villajoyosa

Healthcare

Hospital Marina Baixa — the main public hospital for the entire northern Costa Blanca — sits on the edge of town, making Villajoyosa one of the best-served towns for healthcare access.

Schools & education

Public and concertado schools in town; international schools (Lady Elizabeth, Sierra Bernia) within 15–25 minutes by car or TRAM.

Transport

TRAM line 1 (Alicante–Benidorm–Dénia) stops in the town centre; AP-7 motorway 5 minutes; Alicante airport 30 minutes by car.

Safety

Very safe — a tight working town with a strong local identity.

Shopping

Daily fish market and weekly Thursday market, independent shops in the old town, La Vila Center mall and easy access to La Marina Finestrat and Benidorm retail.

Expat community

Smaller and more integrated than nearby Benidorm — mostly British, French and Belgian residents drawn by authenticity and value.

Property & investment

Market overview

Coloured fishermen's houses in the old town (mostly reform projects), modern apartments along the seafront and at Playa Paraíso, and villas in the hillside urbanisations of Cala de Finestrat fringe and Montíboli.

Price range

Old-town houses €120–250k (reform); seafront apartments €180–450k; villas €400k–1.5M+.

Rental market

Strong long-let demand from hospital staff and locals; growing short-let market on the beachfront.

Business opportunities

Chocolate manufacturing (Valor, Pérez, Clavileño), fishing, healthcare (Marina Baixa hospital cluster), hospitality and a TRAM-commuter residential economy.

Browse property Moving to Villajoyosa

Events & festivals

Late July

Moros y Cristianos

One of Spain's most spectacular — includes the famous Desembarco beach landing re-enactment, declared of International Tourist Interest.

July

Fiestas de Santa Marta

Patron-saint celebrations alongside the Moros y Cristianos.

Spring

Fira del Xocolate

Chocolate fair celebrating the town's signature industry.

Nearby towns

Continue exploring the Central Costa Blanca.

Benidorm Finestrat La Nucía El Campello Alfaz del Pi