If you've been scrolling through Costa Blanca options and found yourself torn between Moraira and Altea, you're in good company. Both towns show up constantly on 'best places to visit on the Costa Blanca' lists, and both genuinely deserve their reputation — but they are strikingly different places, and the wrong choice could leave you feeling like you booked the wrong holiday entirely.
I've lived on this coastline for ten years, and I've watched hundreds of different types of travellers fall in love with one of these towns and feel lukewarm about the other. So let me break it down honestly.
The Short Answer
Choose Moraira if: you want calm, elegant, low-rise, beach-focused luxury with great direct access to the sea, and you value a quiet evening over a buzzing promenade.
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Find rentals →Choose Altea if: you want postcard-worthy old-town photography, a more artistic atmosphere, a livelier paseo, and you're happy with pebble beaches rather than sand.
Now, let's go deeper.
The Vibe: Understated Luxury vs Romantic Bohemia
Moraira sits between Calpe and Jávea, tucked into a small bay with a working fishing harbour, a low-key town centre, and some of the most desirable villa territory on the entire Costa Blanca. It's discreet wealth done well — no high-rises, no arcades, no package-holiday crowds. The people you see in Moraira in June tend to be European families and couples who've been coming back for fifteen or twenty years. It has a loyal, repeat-visitor base that says everything.
Altea, about 25 kilometres to the south (just north of Benidorm), has a completely different energy. The old quarter — the casco antiguo — climbs a hill behind the seafront, all whitewashed walls, bougainvillea, and that famous blue-domed church. Artists started moving here in the 1970s, galleries still line the cobbled lanes, and there's a creative, slightly bohemian edge that Moraira simply doesn't have. The paseo along the seafront is broader, busier, and more café-culture than Moraira's equivalent.
Beaches: Sand vs Pebbles
This is probably the single biggest practical difference, and it matters more than people expect.
Moraira has proper sandy beaches — El Portet, Platja L'Ampolla, the town beach — all calm, clean, and backed by cafés and restaurants. El Portet in particular is one of my favourite beaches on the entire Costa Blanca: a sheltered half-moon of golden sand, shallow water perfect for children or nervous swimmers, and a couple of good chiringuitos. For a beach holiday proper, Moraira wins.
Altea is almost entirely pebble beaches. The main beach in front of the paseo is grey-blue pebbles — beautiful to look at, less comfortable to lie on without a thick mat. Some visitors actually prefer pebbles (they stay cooler, water clarity is often better), but if you're travelling with young children or you simply need to bake on soft sand, Altea will frustrate you. You can drive to Albir or Benidorm for sand, but that's extra effort.
Old Town: Altea Wins, But Moraira Has the Castle
Let's be honest: Altea's old town is one of the most photographed spots on the Costa Blanca, and for good reason. Walking up through those narrow, flower-draped lanes to the Plaza de la Iglesia and looking out over the bay is genuinely magical — especially in the golden hour before sunset. If Instagram-worthy architecture is on your checklist, Altea delivers.
Moraira's town centre is more functional and low-key. It's pleasant to stroll around — good restaurants, a bustling Saturday market, a seafront that doesn't try too hard — but it won't stop you in your tracks visually. What Moraira does have is its 18th-century castle right on the seafront, which doubles as a contemporary art exhibition space through the summer months. It's a quirky, lovely feature that most visitors don't expect.
Restaurants & Eating Out
Both towns eat well — this is the Costa Blanca, after all.
In Moraira, the restaurant scene punches well above the town's size. El Portet beach has two or three excellent fish restaurants where the catch genuinely came in that morning. The town centre has everything from high-end Spanish contemporary cooking to relaxed terraces where you can eat rice dishes and watch the world go by. My personal recommendation: book a table at one of the El Portet restaurants for a Thursday or Friday evening in June — magical with the sun going down over the headland.
In Altea, the old town restaurants tend to lean more romantic and artistic — think small terrace tables wedged between whitewashed walls, candlelit at night, often with more creative menus. The paseo restaurants are more casual. Overall, Altea probably has the edge on atmosphere for a special dinner, while Moraira has the edge on fresh seafood quality.
Practical Matters: Getting Around, Costs, Families
Both towns are roughly 90 minutes from Alicante Airport, and neither has its own train station — you'll need a hire car, which I'd strongly recommend for either destination. Moraira is more self-contained; you genuinely don't need to leave it during a week's holiday if you don't want to. Altea's proximity to Benidorm (15 minutes) is either a plus or minus depending on your taste — quick access to a theme park (Terra Mítica) or waterpark is useful with kids, but some people prefer Altea precisely because it feels a world away from Benidorm.
Rental prices in Moraira tend to be slightly higher than Altea, reflecting the premium demand — but you can browse our Moraira holiday rentals to find options at different price points. Booking direct with JV Properties saves you up to 18% compared to Airbnb, which is a meaningful saving on a two-week villa rental.
Who Should Choose Moraira?
- Beach lovers who want sand, not pebbles
- Families with young children (El Portet's shallow water is ideal)
- Couples who want quiet, elegant evenings rather than a busy promenade
- Repeat Costa Blanca visitors who know what they want
- Anyone who values quality over spectacle
Who Should Choose Altea?
- First-time Costa Blanca visitors who want that 'classic Mediterranean village' photo
- Couples who prioritise atmosphere and architecture over beach quality
- Art lovers and those who enjoy browsing galleries and independent shops
- Travellers who want to be nearer to Benidorm's family attractions
- Those who genuinely prefer pebble beaches (they have their fans)
The Honest Verdict
I love both towns, and I'd happily recommend either to the right person. But if you pushed me, I'd say Moraira is the better all-round beach holiday, particularly for families and those who want to relax rather than sightsee. Altea is more of a destination you visit — beautiful for a day trip or a short stay, but the pebble beaches limit its appeal as a week-long base if the sea is your priority.
The good news? If you base yourself in Moraira, Altea makes a perfect half-day trip — drive down in the late afternoon, walk the old town, have dinner on a terrace, drive home. Best of both worlds.
Ready to book your Moraira holiday? Browse our available properties — and remember, booking direct saves up to 18% compared to major booking platforms. No service fees, no hidden charges, just straightforward value.
