We've been in Villa Joyosa, a beach that is in a middle of our route between Alicante and Benidorm.
Really is a beatiful place, where enjoy of it beach, and eat chocolat ;-). The most important event of this city is 'Moros y Cristianos', a representation of war between cristhians and arabics. This celebration is celebrated for 250 years.
A good notice: Moros y Cristianos is since 24 of July until 31 of July, then we'll there!!
More info about Moros y Cristianos, here: http://www.villajoyosa.com/sites/desembarco/galeria_imagenes.html