Valor Chocolate Museum - Villajoyosa, Costa Blanca

The Valor Chocolate Museum (Museo del Chocolate Valor) in Villajoyosa is an interactive museum dedicated to the history of the famous Spanish chocolate brand, in operation since 1881. Admission is completely free and includes a 20-minute guided tour, a film about the history of cacao, a museum exhibition tour, and unlimited chocolate tasting. The museum is located in Villajoyosa - a town known as the "chocolate capital" of the Costa Blanca - just 30 km from Gran Alacant (30 minutes by car). It is an ideal attraction for families with children, couples, and chocolate lovers, combining education with unforgettable taste experiences.

Why Visit the Valor Chocolate Museum?

• Completely FREE - admission, tour, and tasting at no charge!

• Fascinating chocolate history - from Mayan cacao to modern production

• Real factory tour - Valor is one of the largest chocolate factories in Spain

• Premium tasting - try as many chocolates as you like!

• Factory shop - Valor products at attractive prices

• Close to Gran Alacant - only 30 km (30 minutes by car)

The Valor Chocolate Museum in Villajoyosa is a sweet adventure for the whole family! This completely free attraction is located in the heart of the "chocolate town" - Villajoyosa is famous for chocolate production, and a sweet aroma fills the air throughout the town. During the 20-minute guided tour you will learn the fascinating history of chocolate, see the production process, and of course taste the exquisite Valor chocolates! It is the perfect afternoon excursion from Gran Alacant.

What Is Valor and Why Is It a Spanish Chocolate Legend?

Chocolates Valor is one of the oldest and most respected chocolate brands in Spain. The company was founded in 1881 and for over 140 years has produced the highest quality chocolate in Villajoyosa. Today Valor is:

The Numbers Speak

• 140+ years of tradition
• One of the largest factories in Spain
• Exports worldwide
• A symbol of quality in Spanish chocolate

Valor Products

• Chocolate bars (dark, milk, white)
• Drinking chocolate - famous hot chocolate
• Pralines and gift boxes
• Seasonal and limited-edition products

What Does a Visit to the Valor Chocolate Museum Look Like?

1. Ticket Reservation (It's Free!)

Admission is completely free, but reservation is required. You can:

• Book online on the Valor website
• Collect a ticket from the machine at the entrance (on the day)
• Maximum 50 people per tour
• English tours: 11:00 and 16:00
• Spanish tours: More time slots available

2. Documentary Film (10 minutes)

The tour begins with a short film about the history of chocolate - from the ancient Maya, through the European discovery of cacao, to modern Valor production. The film is interesting and well produced, though it is promotional in nature.

3. Museum Tour (10 minutes)

After the film the guide leads you through a small museum where you will see:

• The history of cacao and its journey to Europe
• The chocolate production process step by step
• Vintage machinery and production equipment
• A display of Valor products through the decades

Note: You will not see the production floor up close - the tour is limited to the museum. Some visitors who have been to Cadbury in Birmingham say that tour is more impressive.

4. Tasting - As Much As You Want!

The best part! After the tour you can sample various Valor chocolates:

• Milk chocolate - the Valor classic
• Dark chocolate - for lovers of intense flavours
• White chocolate - sweet and creamy
• Various fillings - nuts, caramel, almonds
• You can try as much as you want!

A true paradise for chocolate lovers - and it is all free!

5. Factory Shop

After the tasting you visit the Valor factory shop where you can buy:

• Valor chocolates at attractive prices
• Limited-edition and seasonal products
• Gifts and presentation sets
• The famous Valor hot chocolate (Cola Cao)

What Are the Opening Hours and How Do You Book a Visit?

Tour Times

English tours:

• 11:00

• 16:00

Spanish tours:

• More time slots throughout the day

Check current times on the Valor website

Prices and Booking

Admission: COMPLETELY FREE!

Tasting: Included!

Booking:

• Online on the Valor website (recommended)

• Ticket machine at the entrance on the day

• Maximum 50 people per tour

Book in advance - tours fill up quickly!

Getting There from Gran Alacant

By car: 30 km (approximately 30 minutes)

Route: AP-7 then N-332 to Villajoyosa

Address: Avda. Pais Valencia, 20, 03570 Villajoyosa

By tram: Alicante-Denia line (Villajoyosa stop)

Parking can be tricky - arrive early or use the tram!

Visit Duration

Guided tour: approximately 20 minutes

Tasting: no time limit

Shop: stay as long as you wish

Total: plan 30-60 minutes

Tips for Visitors

• Book online: Tours are limited to 50 people - reserve in advance!

• Come hungry (for chocolate): The tasting is generous - you can try everything!

• English tours: Only 2 per day (11:00 and 16:00) - do not miss them!

• Parking issue: The factory car park is for employees - find a spot nearby

• Consider the tram: Villajoyosa has a tram connection from Alicante

• Plan extra time: After the visit you can explore beautiful Villajoyosa!

• Shop: Prices are attractive - a great place for gifts!

• Not for connoisseurs: The visit is popular in nature - expect a promotional film

What Else Is Worth Seeing in Villajoyosa?

Villajoyosa (La Vila Joiosa) is a charming seaside town worth getting to know:

Colourful Houses by the Beach

Villajoyosa is famous for its rows of colourful fishermen's houses along the beach - perfect for photos!

Villajoyosa Beach

A beautiful, wide beach with azure water and a Blue Flag award

Other Chocolate Factories

Villajoyosa has several chocolate factories - smell the sweet aroma throughout the town!

Old Town

Charming narrow streets and historic architecture

What Is Worth Photographing During Your Visit to Villajoyosa?

The Valor Factory Building

The distinctive logo and architecture

Chocolate Tasting

Chocolate bars and tasting session - a flavourful souvenir!

Colourful Houses of Villajoyosa

The most Instagrammable view in town!

Beach with Colourful Houses

Beach view with colourful facades in the background

Rafał Prońko

Właściciel Brisa Alacant

Właściciel apartamentu wakacyjnego Brisa Alacant od 2023 roku, regularnie odwiedzam Costa Blanca i znam region z własnych doświadczeń. Wszystkie miejsca opisane na blogu odwiedziłem osobiście — zdjęcia i porady pochodzą z moich własnych wizyt. Pomagam gościom odkrywać najlepsze atrakcje regionu Alicante.

Gran Alacant, Costa BlancaWłaściciel od 2023

Frequently Asked Questions About the Valor Chocolate Museum

How much does admission to the Valor Chocolate Museum cost?

Admission to the Valor Chocolate Museum in Villajoyosa is completely free of charge - you will not pay a single euro. The free visit includes a 20-minute guided tour featuring a documentary film about the history of cacao and chocolate, a tour of the museum exhibition showcasing vintage machinery and the production process, and at the end an unlimited tasting of various Valor chocolate types. The only potential cost is voluntary purchases in the factory shop, where Valor products are available at producer prices significantly lower than in retail shops and supermarkets. All that is required is an advance online reservation on the official Valor website or collecting a free ticket from the machine at the entrance on the day of your visit. Reservation guarantees your place as each tour accepts a maximum of 50 people. It is one of the few completely free tourist attractions on the Costa Blanca that offers such a rich visiting programme.

Is the Valor Chocolate Museum free?

Yes, the Valor Chocolate Museum in Villajoyosa is completely and unconditionally free of charge. Free admission covers the museum entrance, the guided tour with a professional guide, the documentary film screening about the history of chocolate, and an unlimited tasting of Valor chocolates including various flavours from milk through dark to white chocolate with assorted fillings. The museum is funded by the Valor brand, for which it serves as a promotional and brand-building element for a company with over 140 years of tradition. On the premises there is a factory shop with products at attractive producer prices, but purchases are voluntary and nobody pressures you. To take advantage of the free visit you need to book a ticket online in advance at valor.es or collect one from the machine at the museum entrance. Tours in English take place at 11:00 and 16:00 and in Spanish at additional times throughout the day.

How do you get to the Valor Chocolate Museum from Gran Alacant?

From Gran Alacant to the Valor Chocolate Museum in Villajoyosa is exactly 30 kilometres, taking approximately 30 minutes by car. The most convenient route follows the AP-7 motorway towards Benidorm, then exit for Villajoyosa and continue along the N-332 road straight to the factory. The exact museum address is Avda. Pais Valencia 20, 03570 Villajoyosa, which is easy to find by entering Museo del Chocolate Valor into your GPS navigation. Alternatively you can use the Alicante to Denia tram line, alighting at the Villajoyosa stop, from where the museum is approximately a 15-minute walk. Bear in mind that parking directly at the factory is reserved for employees, so you will need to find a space on surrounding streets or at the public car park in central Villajoyosa. It is best to arrive 15 to 20 minutes before your reserved tour to park comfortably and find the museum entrance.

Are there chocolate tastings at the Valor Museum?

Yes, chocolate tasting is an integral and the best part of a visit to the Valor Chocolate Museum. After finishing the museum exhibition tour and watching the documentary film, guests proceed to the tasting room where they can sample various types of Valor chocolate without any quantity restrictions. The tasting includes milk chocolate, the classic creamy flavour that is the brand flagship product, dark chocolate with an intense cacao aroma, delicate white chocolate, and bars with various fillings including almonds, hazelnuts, caramel, and orange. There is no set limit - you can try every variety and return for more helpings to your heart's content. The tasting is fully included in the free admission ticket and involves no additional charges. After the tasting you visit the factory shop where you can buy your favourite flavours at producer prices.

How long does a visit to the Valor Chocolate Museum take?

The guided tour at the Valor Chocolate Museum lasts approximately 20 minutes and consists of two parts: a 10-minute documentary film about the history of cacao and chocolate, and 10 minutes of guided exhibition touring where the guide explains the production process and the tradition of the Valor company dating back to 1881. After the formal part comes the chocolate tasting, which has no time limit - you can sample different flavours for as long as you wish. Similarly the factory shop visit is not time-restricted. In total it is worth planning 30 to 60 minutes for the full visit including tasting and shopping. English-language guided tours take place daily at 11:00 and 16:00, while Spanish tours are available at more times spread throughout the working day. It is worth arriving a few minutes early to park and collect your ticket.

Źródła i odnośniki

Chocolates Valor - Official website(dostęp: 2026-02-27)
Museo del Chocolate Valor - Villajoyosa(dostęp: 2026-02-27)
Valor Chocolate Museum - TripAdvisor(dostęp: 2026-02-27)
Villajoyosa - Turismo Comunitat Valenciana(dostęp: 2026-02-27)
TRAM Alicante - Costa Blanca tram connections(dostęp: 2026-02-27)

Stay in Gran Alacant - The Perfect Costa Blanca Base!

The Valor Chocolate Museum is a perfect afternoon excursion from Gran Alacant - just 30 minutes by car separates you from this sweet adventure! And best of all - it is completely free! Staying in our apartment gives you the ideal base for exploring coastal towns like Villajoyosa and all the other attractions of the Costa Blanca. After a sweet day at the chocolate museum you can return to Carabassi Beach or relax by the pool. The perfect combination of culture, flavour, and relaxation!

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Valor Chocolate Museum - A Sweet Adventure in Villajoyosa