If you are looking for somewhere else to visit and done Altea already, head out in the opposite direction and try Vila Joyosa. Resembling a Dulux colour chart, you will probably find every colour except white – the total opposite of Altea Old Town. It´s a visual delight and will have you reaching for your camera.

You can drive or far simpler, hop on the tram in Benidorm. It only costs 2.30€ return and if you get off at Crueta, you will find yourself in the heart of town in only 16 minutes. Make sure that you buy a ticket at the station or from the machine either on the platform or once onboard. Ticket inspectors are on most trains and failure to show a valid ticket when asked can result in a 50€ fine… definitely not worth the risk!

Near to the station is the Valor chocolate factory, where you can go on a free-guided tour – weekdays every hour on the hour between 10:00am and 1:00pm then again 4:00pm until 7:00pm. The street market is on every Thursday and not far from the station, but if it’s the chocolate box houses you want to see then head down towards the beach front.

Villa Joyosa has a beautiful wide sandy beach which is certainly worth visiting and rather like Poniente, it´s quiet. However, the backdrop of the colourful rustic houses makes it feel totally different. Small cafes and restaurants line the promenade and in the Summer they have chiringito beach huts on the sand where you can buy drinks and snacks.

There is a marina at the far end where you can go to admire the boats – picking out your favourite. Villa Joyosa is a working fishing port and actually the biggest employer of the town – with 35 fishing vessels going out daily. It´s definitely worth popping down the road to have a look at Vila Joyosa – or La Vila as the locals call it.