‹ Back

La Vila Joiosa seaside town named Europe’s best-kept secret. 

 

La Vila Joiosa  / Villajoyosa , which means the Joyful Town in Valencian, has been named Europe's best-kept secret 2024 by a group of travel experts by the travel website European Best Destinations. It won because thanks to its colourful beachfront properties and its five beautiful blue flag beaches.

 

Nestled between Alicante and Benidorm the town's origins are believed to date back to the Greek colonies. La Vila Joiosa became a prosperous fishing port during the 18th century, with fisherman painting their beachfront properties in bright colours, so they can be easily spotted at sea.

 

Because of its historic roots, the town's centre was declared an Asset of Cultural Interest. The area is also famous for its chocolate industry and tourism because Spain's famous Valour chocolate factory and museum is based there. 

 

One of the most popular tourist attractions is its Gothic Catholic church of the Assumption, with a Baroque altar piece. Another popular destination, the Royal Palm Casino (formerly Casino Costa Blanca), is now closed. The town's festival of Moros i Cristians, celebrated at the end of July, was declared an International Tourist Interest Festival. Currently, this festivity commemorates a boat landing from the Berber pirates that was repelled by the population of the town.

 

The town is protected from the cool north winds by Sierra de Aitana (a Spanish mountain), which means Villajoyosa enjoys a pleasant climate throughout the year, including highs of 32C in the summer.  

 

The town is known locally simply as La Vila.