The Villajoyosa market is one of those places where a quick shopping trip can easily turn into a day out. I go to the Thursday market mainly to pick up fruit and vegetables, but there’s plenty more to see once my bags are full. After the market, you can stroll along the colorful houses by the sea, wander through the old town, and finish with a visit to a chocolate factory. So here’s how we like to spend a morning in Villajoyosa.
The Villajoyosa Market on Thursdays
The market is held every Thursday from 9:00 a.m. to 1:15 p.m., in the Xovada Xarquet area. It’s a handy stop for everyday shopping, and I always come for the fruit and vegetables. However, I also have a soft spot for the pastry stall. The woman who runs it always tells me her pastries have no calories. I’m not sure that’s how it works, but I’m happy to let her enjoy the joke.
My Market-Day Essential
Since moving to Spain, I’ve bought one of those practical shopping trolleys, often called a granny cart. Mine rolls in front of me instead of trailing behind. It’s perfect for market shopping, because I can fill it with fruit and vegetables, and there’s still room for something from the pastry stall.
Looking for Fresh Fish?
If you’d like fresh fish or meat, the covered Mercado Central on Carrer Canalejas is the place to go. Check its opening hours before you visit.
The Colorful Houses by the Sea
Next, head to the waterfront. The first thing many visitors notice in Villajoyosa is the row of brightly colored houses along the sea. They make a cheerful backdrop to the Mediterranean, and they’re part of the town’s fishing heritage, too. According to a popular local story, fishermen painted their homes in different colors so they could recognize them from the sea. Today, owners are required to keep the houses painted, and they can’t change the color.
Exploring the Old Town
The old town is worth taking your time over. Its narrow streets lead down to the shore, and the Amadorio River runs through the town. Here are a few things to look for:
- The fortified church: the Church of Nuestra Señora de la Asunción was built into the town’s defenses, and it was made for strength rather than elegance. You can climb the tower for a small donation, and the roof walkway has views over the walls and the sea. Opening hours are limited, so check before you go.
- The town walls: the walls on Carrer Costera del Mar date from the 16th century. They were rebuilt after an Ottoman fleet attacked the town in 1543.
- The hanging houses: casas colgadas sit on the walls above the river. The best view is from the river walk between the sea and the main road bridge.
Villajoyosa feels like a working coastal town as well as a place to visit. Fishing, daily shopping, beaches, and local life all sit close together.
A Taste of Villajoyosa’s Chocolate History
Villajoyosa is also closely tied to chocolate. The Valor Chocolate Museum shows how cacao becomes chocolate, and it tells the history of the company and its factory. The company’s story goes back to 1881, when Valeriano López, known as Valor, started making chocolate. The museum opened in 1998, in the building of the original small family factory.
The guided visit includes a tasting and ends at the Valor shop. Tours have limited spaces, so it’s a good idea to check the current schedule and book ahead, especially during busy holiday periods. The factory is about 400 meters from the Creueta train station, which links Alicante and Benidorm.
Of course, you’ll want to bring some chocolate home. In warm weather, take a cool bag for the car, or plan your visit for winter. Chocolate and a hot car are not a good combination.
Practical Info for Your Visit
- Villajoyosa market: Thursdays, 9:00 a.m. to 1:15 p.m., in the Xovada Xarquet area.
- Valor Chocolate Museum: guided visits with a tasting. Check the current schedule and booking arrangements before you go. (free)
- Best time: a winter visit is ideal if you want to take chocolate home.
- What to bring: a shopping trolley or granny cart, a cool bag, and a good appetite.
A morning at the market, a walk past the colorful houses, and a stop for chocolate make Villajoyosa an easy place to enjoy at your own pace. And if the pastry seller tells you there are no calories, we suggest you simply accept her expert opinion.
