Spain's colourful fishing town — famous painted houses, the country's most celebrated chocolate brand and a genuine local character between Benidorm and Alicante
Villajoyosa is a coastal town of around 35,000 inhabitants on the northern Costa Blanca, 12 km south of Benidorm and 30 km north of Alicante, approximately 35 minutes by car from Alicante-Elche airport. The town is famous throughout Spain for two things: its distinctive multicoloured painted fishermen's houses along the harbour waterfront (fishermen painted their houses different colours to identify them from the sea) and the Valor chocolate factory, founded in Villajoyosa in 1881 and now the most recognised chocolate brand in Spain, with a free museum and factory shop open to visitors.
Why Villajoyosa?
Villajoyosa — Spain's colourful fishing town
Villajoyosa is a coastal town of around 35,000 inhabitants on the northern Costa Blanca, 12 km south of Benidorm and 30 km north of Alicante, approximately 35 minutes by car from Alicante-Elche airport. The town is famous throughout Spain for two things: its distinctive multicoloured painted fishermen's houses along the harbour waterfront (fishermen painted their houses different colours to identify them from the sea) and the Valor chocolate factory, founded in Villajoyosa in 1881 and now the most recognised chocolate brand in Spain, with a free museum and factory shop open to visitors.
Villajoyosa on the Costa Blanca attracts international buyers and visitors for: iconic multicoloured painted fishermen's houses, valor chocolate — spain's most famous brand, founded here in 1881 and tram connection and multiple blue flag beaches. Below you will find a complete guide to Villajoyosa — from culture and transport to prices and practical advice for buyers and renters.
Culture, life and experiences in Villajoyosa
The painted houses of Villajoyosa are the town's most famous visual feature — a row of fishermen's houses along the harbour front in vivid shades of yellow, blue, red and orange, a tradition that originated from fishermen painting their homes different colours so they could identify them from the sea on return from fishing trips. The Valor chocolate brand, founded in the town in 1881, has made Villajoyosa internationally known in the confectionery world, and the factory and free museum attract visitors year-round. The town celebrates Moros y Cristianos in late July — one of the Costa Blanca's most colourful versions of the tradition.
Villajoyosa's active fishing port gives it an authentic working character that purely tourist towns lack — fresh fish is landed daily and goes directly to the town's restaurants. Nightlife is modest, family-oriented and authentic, with a local tapas bar and restaurant scene rather than an international resort offer. The town is growing in cultural confidence as its unique identity gains international recognition through social media and travel writing.
Transport and infrastructure in Villajoyosa
Alicante-Elche airport is approximately 35 minutes from Villajoyosa by car via the AP-7 motorway — one of the better airport-access times for a mid-Costa Blanca town. The local TRAM line passes through Villajoyosa, connecting northward to Benidorm and the Marina Baixa coast and southward to Alicante city — a genuinely useful public transport link that makes car-free access to both cities practical for residents and tenants.
Taxis are available locally, and the town centre is walkable for residents within the older quarters. The TRAM is a practical daily option for commuters and for tenants who prefer not to hire a car — a genuine selling point for rental listings.
Tourism, beaches and leisure in Villajoyosa
Villajoyosa has several Blue Flag beaches along its coastline — a quality indicator of water and beach management standards. The main town beach sits close to the painted houses and the harbour, while further coves provide quieter alternatives. The Valor chocolate museum and factory shop are free to visit and are a popular rainy-day activity for families.
The town is relatively quiet in the evenings — a family and residential atmosphere rather than a resort entertainment scene. The proximity to Benidorm (12 km) means that residents or guests seeking more intensive entertainment, theme parks or nightlife have easy access. The climate follows the typical northern Costa Blanca pattern of mild, dry winters and warm, sunny summers.
Everyday costs and property advice in Villajoyosa
Property prices in Villajoyosa are currently mid-range for the Costa Blanca and generally below comparable properties in Benidorm's marina areas — representing reasonable value given the town's growing profile and genuine character. Day-to-day costs are moderate and reflect the mixed residential and tourist economy, with local tapas bars and Spanish supermarkets keeping food costs manageable.
Before you buy: Villajoyosa is growing in popularity, meaning property values are likely to trend upward as the town's profile rises further. The Valencia region tourist licence is required for short-term letting. Check the specific location relative to the famous painted harbour houses — the visual character of the town is concentrated in the old harbour area, and proximity to this zone adds a significant marketing advantage for rental listings.