La Vila Joiosa Village · Vila Joiosa, la/Villajoyosa, La Marina Baixa, Alicante La Vila Joiosa (Villajoyosa) is the capital of the comarca of La Marina Baixa, on the Alicante Costa Blanca, with 37,449 inhabitants (INE 2025). Traditionally a fishing town, its economy today revolves around the chocolate industry and tourism. The Amadorio river, which rises in the reservoir of the same name, runs through the town centre. Its earliest settlers date back to the Bronze Age, and the hill of the old town was an Iberian settlement; in Roman times the city of Alone or Alonis stood here, remains of baths from which have been found along the bed of the Amadorio. Depopulated in the Middle Ages, it was refounded as a Christian town in 1300 by Bernardo de Sarriá, admiral of James II of Aragon, in order to control the coast against Muslim naval attacks. Photo: No machine-readable author provided. Kasiber assumed (based on copyright claims). (Public domain) What to see and do in Vila Joiosa, la/Villajoyosa