Villajoyosa

Villajoyosa, or La Vila Joiosa in Valencian, is a coastal town on Spain's Costa Blanca, known for its distinctive colorful houses that line the seafront. Located just 32 kilometers north of Alicante, this appealing town offers a blend of authentic Spanish culture, a robust maritime heritage, and a surprising connection to the world of chocolate.

Often described as the "joyful town" (the literal translation of its name), Villajoyosa maintains a slower pace of life compared to its active neighbor, Benidorm. Its character is defined by its strong local traditions, a thriving fishing industry, and a welcoming atmosphere that invites visitors to explore its narrow streets and enjoy its appealing beaches.

From Ancient Settlements to a Fortified Coast

Villajoyosa's history extends back to the Bronze Age, with early settlers inhabiting the hill where the old town now stands. The area was later influenced by Iberian, Phoenician, Greek, and Roman cultures, each leaving their mark. The Roman city, known as 'Alone,' 'Allon,' or 'Alonis,' even achieved the status of a Municipium in 74 A.D. Evidence of this Roman presence includes the well-preserved funerary 'Hercules Tower' and the discovery of the 'Bou Ferrer,' a Roman merchant ship wrecked off the coast, carrying thousands of amphorae of garum (fish sauce).

During the Muslim domination, Villajoyosa was part of Sharqu al-Andalus, with archaeological sites like the Tossal, Mosque, and Necropolis of l'Almisserà bearing witness to this period. The town as it is largely known today, 'La Vila Nova Cristiana,' was founded in 1300 by Bernardo de Sarria, Admiral of James II of Aragon, with the strategic aim of controlling the coast against Islamic attacks. By 1443, Villajoyosa was granted the privilege of a royal city.

Defending Against Pirates and Developing Industries

The 16th century was a crucial period for Villajoyosa, as it played a significant role in defending the coast against numerous attacks by Berber pirates and corsairs like Barbarossa Hayreddin Pasha. King Philip II ordered the construction of new defensive walls around the city, some of which remain visible in the old town today, and the Church of Nuestra Señora de Asunción was integrated as a fortified church within these walls. These attacks eventually ceased in the 17th century, allowing for urban growth beyond the walls.

The town's economy historically revolved around the sea, initially trading olives, cereals, and wine, and later becoming a shipbuilding port. In the 19th century, Villajoyosa began its well-regarded chocolate industry. The first chocolatier was recorded in 1810, and by 1937, there were 29 chocolate factories in this small fishing village. Today, while fewer in number, prominent brands like Valor, Clavileño, and Pérez continue this sweet tradition.

Begin your exploration in Villajoyosa's Old Town, a designated Site of Cultural Interest. Wander through narrow streets lined with the town's iconic colorful houses, many built into the old Renaissance walls. The Puente del Río, or River Bridge, offers excellent views of these bright facades along the Amadorio River. At the highest point of the Old Town stands the Gothic parish church of Nuestra Señora de Asunción, a fortified church with a baroque reredos, its apse forming part of the city walls.

No visit to Villajoyosa is complete without delving into its chocolate heritage. The Valor Chocolate Museum, housed in the original family factory, offers free tours and tastings, showcasing the history of chocolate making in the town since 1881. Other chocolate factories like Clavileño and Chocolates Pérez also offer insights into artisanal production.

Experience the town's maritime soul at the Port of Villajoyosa. Witness the daily fish auction at the Lonja de Pescado in the late afternoon, a lively event where fresh catches are sold. Stroll along the promenade, which stretches for three kilometers, offering views of the Mediterranean and access to several Blue Flag beaches like Playa Centro, Paraíso, and De Torres. For a deeper dive into local history, visit Vilamuseu, the municipal museum, which houses a collection of Phoenician jewelry, Roman inscriptions, and ancient artifacts.

Villajoyosa enjoys a mild climate year-round, making it a pleasant destination in most seasons. For warm weather activities and beach days, the best time to visit is from late June to early September, when average daily high temperatures are above 81°F (27°C) and skies are clearest. The hottest month is August, with an average high of 85°F (29°C). If you prefer to avoid summer crowds while still enjoying pleasant temperatures, consider visiting in spring (March to June) or autumn (September to October). September, in particular, offers warm weather with fewer visitors. The town's famous Moors and Christians Fiesta takes place towards the end of July, offering a lively cultural experience.

Villajoyosa is easily accessible, located about 30-40 minutes from Alicante Airport by car. The town is also connected to Alicante and Benidorm via the Alicante TRAM Metropolitano, offering a convenient way to explore the region without a car. For those driving, limited street parking is available around the historic center, marked with blue lines, and requires payment via the ElParking app or parking meters. There are also larger public parking areas, including one near where the Thursday market is held, which is often free on non-market days.

Accommodation options vary, with apartments available for weekly, weekend, or monthly rentals. While Villajoyosa offers a relaxed pace, it provides all necessary amenities, including shops, medical services, and local markets. English is spoken by many locals, easing the transition for newcomers.