Valor Chocolate Museum and factory view

Chocolates Valor opened its museum in 1998 in what had been its small family factory, at Calle Pianista Gonzalo Soriano, 13, in Villajoyosa. In 2008 the Generalitat recognised it as the Valencian Chocolate Museum. It is always visited with a guide, in groups of up to 50 people, and the visit lasts 45 minutes.

From the audiovisual to the tasting

The tour begins with a screening in the audiovisual room. It continues through the museum, which tells the story of the house across five generations of master chocolatiers and holds a collection of machinery from different periods, from when cocoa was ground by stone. In the exhibition room and the cocoa sensory room, the journey of cocoa is explained: its legend, the fruit, cultivation and the ingredients of chocolate. Then there is a panoramic view of the interior of the current factory, and the visit ends in the Valor shop with a chocolate tasting.

Sessions in Spanish and English

Monday to Friday there are visits in Spanish at 11:00, 12:00 and 13:00 and in the afternoon at 17:00, 18:00 and 19:00; those at 10:00, 15:00 and 16:00 are in English. On Saturdays there are only morning visits: at 10:00 in English and at 11:00, 12:00 and 13:00 in Spanish. In August, sessions every half hour are added. Closed on Sundays and public holidays. You must be at the entrance five minutes early: once the visit has started you cannot join.

On Saturdays, online booking only

Because of the crowds, on Saturdays tickets are not sold at the door: you must book on the Valor website, up to two months ahead. On weekdays it is also advisable to book. The website does not publish the price of the visit. Groups of 15 people or more, such as schools or associations, book separately at [email protected].

Factory stopped, visit the same

During staff holidays, from 23 December to 4 January and a few days between late July and early August, the factory does not operate, although the visit keeps its route and length. The museum announces on its website one-off closures and cancelled visits, as happened on 23 October because of an internal event: check it before you go.

Access, parking and pets

The route is accessible to people with reduced mobility, except the final stretch to the shop while the lift is still out of order, as the house warns. There is no parking at the museum and pets are not allowed.

To round off the morning

The town has another factory you can visit, Chocolates Pérez, and a route through the chocolate and nougat industries. The museum is a stop on the chocolate Saturday in Villajoyosa, which continues through the old town and a rice dish by the harbour.