A chocolate museum at the Valor factory in Villajoyosa, opened in 1998 and recognised in 2008 by the Generalitat Valenciana as the Valencian Chocolate Museum. Valor was founded in 1881 by Valeriano López, and five generations of master chocolatiers have run it since. The guided tour lasts about 45 minutes and covers a collection of chocolate-making machinery — from grinding cocoa on stone to modern equipment — a cocoa sensory room, a film screening and a view into the factory. The visit ends in the company shop with a tasting. Visitors praise the guides and the story of the brand, although one notes that you see little of the actual factory floor.
Guided visits last about 45 min and start on the hour: Mon–Fri 10–13 & 15–19, Sat 10–13; closed on Sundays and holidays. Free, but you need a ticket (up to 50 people per visit) — book ahead in high season.
Free entry, but you need a ticket: guided tours last 45 minutes, up to 50 people.
Source: valor.es · as of Sep 26, 2026
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