La Vila Joyosa is the historical and administrative capital of the Marina Baixa on the coast north of Alicante; its economy depends both on shallow-water and deep-sea fishing. The town's relationship with the sea has been a key factor in its history and culture The town's overseas trade has produced La Vila's other typical industry: chocolate. La Vila has preserved many delightful features such as its afternoon fish auction and its colourful façades of the houses along the coast whose original purpose was to ensure that sailors could see their houses from far out at sea.

The old walled town centre is a good place to stop and wander about. La Vila has 3.5 km of beaches, The best of these are the Centro beach, where the famous Moorish landing is celebrated and El Paradís beach. Other beaches include the Xarco beach with a watchtower and the Torres beach with an attractive Roman Hercules tower and coves like Racó Conill, Bol Nou and la Caleta with their transparent water for diving and snorkelling.