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Iconic frontline of colourful historic houses along Villajoyosa beach promenade with palm trees and Mediterranean beyond.

Alicante Compass

Villajoyosa, Alicante.

Painted houses, narrow streets, and a beach that actually belongs to the town.

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Villajoyosa is not Altea. It doesn't try to be.

What it offers is different — a short walk through an old town that genuinely feels lived in, followed by an afternoon on a beach that hasn't been designed for tourists. The underground car park right at the seafront almost always has space, which already puts it ahead of most places on the Costa Blanca.

Closer than Altea, easier to park, and the kind of place you leave thinking you should come back.

Petro — AlicanteCompass
Petro

AlicanteCompass Guide

A Town That Painted Itself — and Smells of Chocolate

Villajoyosa has been here longer than most people realise. The site dates back to the 6th century BC — Greeks, Phoenicians, Romans, and Moors all passed through or settled here before the town took its current form in 1293, founded by an admiral in the service of the Kingdom of Aragon.

The name comes from the Valencian La Vila Joiosa — the happy town. It earned that name honestly.

The colourful houses along the seafront are the image everyone comes for — and the reason behind them is more practical than decorative. Local fishermen painted their homes in distinct colours so they could identify them from out at sea. Blues, reds, yellows, and greens lined up along the waterfront — not for tourists, but for men trying to find their way home through Mediterranean mist. The tourists came later. The colours stayed for the same reason they always were — because they work.

The eight watchtowers scattered around the old town tell a different story. Torre Simeón and the others were built to spot pirates before pirates spotted you. The Costa Blanca in the 16th and 17th centuries was not the relaxed place it is today.

Then there's the chocolate. In the 19th century Villajoyosa became the chocolate capital of Spain — its busy port received cargo ships loaded with cocoa from Ecuador and Venezuela, and the factories followed. In 1881 the Valor factory opened here. It's still here. Part of it is now a museum with free daily tours. On the right day, walking into town, you can smell the cocoa before you see the houses.

One more thing worth knowing: in late July the town stages the Moros y Cristianos festival — a full reenactment of a Moorish naval landing on the beach, complete with ships, fireworks, and music starting at dawn. One of the most spectacular local festivals on the Costa Blanca.

Villajoyosa — What People Actually Want to Know

Coloured houses, chocolate, parking and festivals. All covered.

How Far is Villajoyosa from Alicante?
Around 35 kilometres — approximately 30 to 35 minutes by car depending on traffic. A straightforward drive north along the coast road. You park in the underground car park right at the beach — it sits at seafront level and almost always has space. From there the old town and the colourful houses are a short walk away.
Why Are the Houses in Villajoyosa Different Colours?
The answer is more practical than decorative. Villajoyosa was a working fishing town — and the men who fished here spent long days out at sea. When they came back, often at dawn and often through Mediterranean haze, they needed to find their house quickly from the water. So each family painted their home in a distinct colour. Blues, reds, yellows, greens — not for aesthetics, but for navigation. Nobody planned the result. It just accumulated over generations, one family at a time, each picking a colour different enough from their neighbours to be recognisable from a distance. Today the fishing boats are fewer. The colourful seafront has become one of the most photographed sights on the Costa Blanca. The colours stayed — for the same reason they always were. Because they work.
Is the Valor Chocolate Museum Worth Visiting?
The tours are free — which removes the main reason not to go. English-language tours run twice a day at 10:00 AM and 4:00 PM. All other tours are in Spanish. You can book online in advance or get free tickets at the kiosk on arrival — though popular slots fill up, so arriving early is the safer option. The museum was established in 1998 by Chocolates Valor and traces the company's history in chocolate production since the 19th century. Vintage machinery, the story of how cocoa arrived from the Americas, and chocolate tastings throughout.
What is the Best Time to Visit Villajoyosa?
It depends on what you're going for. If the beach is the main reason — pick whatever time works for you based on how much sun you can handle. July and August are peak summer, the water is warm and the beach is busy. Spring and autumn give you the same town with fewer people and more comfortable temperatures. If you're coming to walk the old town and eat — after 4:00 PM is the right call. The heat has dropped, the streets are more pleasant to walk, and the restaurants start filling up for the evening. The colourful houses look better in the afternoon light anyway.
Is There Parking in Villajoyosa?
Yes — and easier than most coastal towns on the Costa Blanca. There are several street parking options and underground car parks throughout the town. The underground car park right at the seafront is the best option — it almost always has space and puts you within walking distance of the old town, the colourful houses, and the beach. My favourite parking spot.
What is Villajoyosa Known For?
Most people come for the houses. They stay for everything else. The colourful houses: The painted fishermen's houses along the seafront are what put Villajoyosa on every Costa Blanca itinerary. Blues, reds, yellows and greens — originally painted so fishermen could identify their homes from out at sea. Chocolate: Villajoyosa has been producing chocolate since the 19th century, when its busy port made importing cocoa from South America straightforward. The Valor brand — one of the most recognised chocolate names in Spain — was founded here in 1881 and is still based here. Four factories currently operate in the town. On the right day you can smell the cocoa before you see the houses. The old town: Behind the seafront is a maze of narrow streets, a Gothic parish church, and eight watchtowers built to spot pirates before pirates spotted you. Torre Simeón is the best known.
Is Villajoyosa Worth Visiting?
Yes — with one honest caveat. If you've already been to Altea old town, Villajoyosa will feel different. Quieter in some ways, less dramatic in others. The impact isn't quite the same. But that's not a reason to skip it — it's a reason to manage expectations. Villajoyosa has its own character: the colourful houses, the chocolate, the working old town that hasn't been rebuilt for visitors. It's worth seeing precisely because it doesn't try to compete with anywhere else. Come for the variety. Come to see something genuinely different on the Costa Blanca. Come because it's 35 minutes from Alicante and the underground car park is almost always empty. You won't regret the drive.
What is the Moros y Cristianos Festival in Villajoyosa?
The biggest event of the year in Villajoyosa — and one of the most spectacular festivals on the entire Costa Blanca. The festival has been celebrated for over 250 years in honour of Santa Marta, and commemorates events that took place in 1538, when Barbary pirates commanded by Zalé-Arraez tried to attack the town. According to tradition, Santa Marta caused a flood that swept the enemy ships out to sea. In thanks, the town took Santa Marta as its patron saint. The festivities run from 24 to 31 July. They begin with processions on 25 and 26 July, with both Moorish and Christian sides making their way through the streets to live music. The centrepiece is the Desembarco — a spectacular dawn re-enactment of the Moorish landing on the beach on 28 July. Boats, fire, and a staged battle on the seafront. It starts before sunrise. The festival involves 22 comparsas — 11 representing the Moors and 11 the Christians — and has been recognised as a Festival of International Tourist Interest.

Villajoyosa Photo Gallery — Colourful Houses, Old Streets & the Beach

Real photos, taken on visits. No filters — just what it actually looks like.

The Jose Maria Esquerdo monument on the Villajoyosa beach promenade — stone bust in circular planter with palm trees and Mediterranean in background
A narrow street on Costera la Mar in Villajoyosa — brightly painted yellow, green, blue, and red houses with balconies
Street corner with signs for Carrer Costera de la Mar and Carrero del Pal in Villajoyosa — blue and yellow houses, wooden door, vintage lamp
Downhill view of Costera la Mar in Villajoyosa — colourful buildings leading to the beach with palms and sea in distance
Narrow atmospheric residential alley in Villajoyosa old town — brick-paved path with potted plants and laundry hanging on clotheslines
Old town intersection of Carrer Soletat in Villajoyosa — historic pink and red buildings, traditional bakery sign, drying laundry, religious tile icon
Narrow paved street Carrer del Pal in Villajoyosa — ancient stone defensive wall on right, residential buildings with balconies on left
Perspective view down historic Carrer Major in Villajoyosa — narrow paved street with lavender, orange, and pink traditional houses with iron balconies
Open wooden entrance door to traditional holiday apartment in Villajoyosa — pink facade with key lockboxes, mailbox, electricity meter, and alarm sign
Child viewed from back standing in Villajoyosa old town looking at traditional wooden doors on whitewashed facade numbered 17
Quiet pedestrian street in Villajoyosa with wooden benches and green mulberry trees — colourful blue and orange houses alongside historic stone wall
Traditional brightly painted blue houses numbered 19, 19B, and 21B in Villajoyosa — wooden entrance doors, mailboxes, balconies with iron railings
Scenic pedestrian path in Villajoyosa — green mulberry trees and benches alongside ancient stone wall, traditional terracotta houses with flowers
Row of traditional colourful houses numbered 25 and 27 in Villajoyosa — white, green, and terracotta facades with rustic wooden doors and vintage lamp
Ground floor facades of houses 29 and 31 in Villajoyosa — white wall with dark blue trim, wooden doors, orange building, potted plant, funny warning sign on yellow door
Traditional residential entrance of house 33 in Villajoyosa — contrasting orange and light blue walls, matching wood doors, mailbox, security sign, decorative Spanish tile about cats
Paved pedestrian alley curving through Villajoyosa old town — dark green building with house number 10, light blue house with iron window grates, trees and benches
Scenic perspective of a pedestrian street in Villajoyosa — bright blue and orange buildings with wooden doors and balcony with potted plants, shady trees and benches
Residential ground floor facades of houses 37, 37B, and 39 in Villajoyosa — bright yellow and blue walls, heavy dark wood doors with iron grates, ceramic family name plaque
Traditional blue and light blue ground floor of house 41 in Villajoyosa — child in dark blue t-shirt facing wooden entrance door with ornamental ironwork
Brightly painted residential buildings in Villajoyosa — yellow corner house 12/14 with balconies and laundry drying, flanked by red and green facades
Deep perspective view of narrow curving Carrer Major in Villajoyosa — tall traditional apartment buildings with vibrant blue, green, yellow, and deep red facades with iron balconies
Wide panoramic view of Playa Centro beach promenade in Villajoyosa — paved walkway with tall green palm trees, sandy beach, and blue Mediterranean horizon
Iconic frontline of colourful historic houses along Villajoyosa beach promenade — bright blue, yellow, and red traditional buildings with balconies, palm trees, and green round shrubs
Scenic view of sandy Playa Centro beach in Villajoyosa looking out at calm blue Mediterranean — stone public benches on promenade under bright sunny sky
Scenic view of famous colourful historic houses along Villajoyosa coastal avenue — tall palm trees and green spherical shrubs in foreground, vibrant blue, yellow, and red facades
Wide view of sandy Playa Centro beach in Villajoyosa — sunny Mediterranean coast with beachgoers, wooden walkways on sand, children's playground under palm trees
Sunny daylight view of Playa Centro in Villajoyosa — sandy shoreline with tall green palm trees, accessible pedestrian ramp with steel railings, blue recycling bins, people near sea
Wide view of bustling Paseo Marítimo beach promenade in Villajoyosa — outdoor restaurant terraces under white umbrellas, public benches, palm trees, colourful apartment buildings backdrop
Panoramic view of wide sandy central beach in Villajoyosa — colourful historic houses rising on hillside, rows of palm trees along promenade, vibrant red, blue, and yellow Mediterranean buildings
Low-angle perspective of wide sandy Playa Centro in Villajoyosa — wooden pedestrian walkways on sand, long promenade with tall palm trees and traditional colourful houses under bright sky
Sunny daylight view of Playa Centro in Villajoyosa — people near wooden walkway, backdrop of beach promenade with outdoor restaurant terraces and rows of iconic colourful historic houses
Scenic cluster of tall date palm trees growing directly on the sandy shoreline of Playa Centro in Villajoyosa — people relaxing on golden sand under clear blue sky, calm Mediterranean waves
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