The name 'Costa Blanca' (or White Coast) derives from a British European Airways promotion in 1957, to coincide with the launch of their service between London and Valencia. Originally the destination of choice for discerning Germans, French and British tourists seeking to avoid the crowds and expense of the Costa Brava, the Costa Blanca has since become one of Europe's most popular destinations. Particularly the seaside resorts of Benidorm, Torreviejos and Xàbia (Javea).

Like the rest of Spain, the region now known as the Costa Blanca experienced periods of Phoenician, Iberian, Carthaginian, Greek and Roman rule in its early centuries. Its first inhabitants were hunter-gatherer groups who moved down from Central Europe between 5000 and 3000 BC, settling in the area around Alicante. By 1000 BC, small trading ports established by Greek and Phoenician merchants were sprouting up along the coast. Four centuries later, with rival armies from Carthage and Rome battling it out for total control of the Iberian Peninsula, a fortified Carthaginian town was settled on the site of modern-day Alicante. It was called Akra Leuka ('White Mountain' in Greek).

Despite some conquests around the region, the Carthaginians were eventually defeated by the Romans, who ruled the Iberian Peninsula for over seven centuries from around 200 BC. During this period, Akra Leuka became known as Lucentum. The historic town of Xàtiva, though likely founded by the Phoenicians, was also a bustling Roman settlement in its day, while Denia (Roman name: Dianium) was home to a temple built in honour of the goddess Diana.

As the Roman empire slid into decline around the fifth century AD, the long-haired, jewellery-wearing Visigoths took the opportunity to invade the country, seizing a fairly precarious rule that lasted just a couple of centuries before the Moors conquered the area. Thus began an extremely important and influential era in Spanish history: 500 years of North African Muslim rule, the legacy of which is still highly visible today, particularly in southern and eastern Spain (and especially in Andalucía). Costa Blancan towns such as Denia and Gandía bear traces of their Moorish heritage in certain architectural details, and aspects of their local cuisine and crafts.

Under the Moors, port towns like Denia became increasingly important as Mediterranean trading centres, cosmopolitan and culturally advanced. Indeed, recent archaeological excavations in Denia revealed not only a traditional Muslim cemetery, but a kiln and vast range of pottery, as well as a row of shops dating back to AD 1000.

Then came the reconquista (reconquest), and from the 13th century onwards, Christian kings recaptured the country. Alfonso X took Alicante in 1246. By the 15th century the town was thriving, exporting olive oil, oranges, rice, wool and wine; but things took a turn for the worse after King Felipe III expelled thousands of moriscos (converted Muslims) from the region in the early 17th century, depriving it of a huge proportion of its artisans and agricultural labour in one hit. The region's unlucky allegiance with Carlos II in the War of Spanish Succession didn't help its fortunes either, and it went into a slow decline, subsisting on its footwear, fishing and agricultural industries, until the end of the 19th century.

Meanwhile, at the northern tip of the Costa Blanca, the town of Gandía experienced its own 15th-century glory days under the illustrious influence of Duque Francisco Borja, member of the dynasty more commonly known as the Borgias. Despite the clan's subsequent reputation for debauchery and corruption, the Duke was a pious and educated man (eventually being canonised), who contributed much to the town's cultural development. His impressive palace remains a popular Gandía landmark.

Climate

The Costa Blanca enjoys a typically Mediterranean climate, with more than 2,800 hours of sunlight per year and day upon day of glorious cloudless skies. Having said that, it does get more rain than inland cities like Madrid - but it also boasts the Spanish coast's warmest waters, which hit temperatures as high as 27°C (81°F) in August.

Getting Around

Alicante's El Altet Airport (tel: 96 691 91 00), gateway to the Costa Blanca, is served by budget airlines, charters and scheduled flights from all over Europe.

Over 10 motorway buses run daily between Alicante's bus station (tel: 96 513 07 00) and Valencia (2.75hr). There are also regular bus services to Madrid (4.25hr). Several buses departing from Alicante's main bus station pass through Costa Blanca coastal towns such as Benidorm (1hr).

Rail is another convenient way to get around the region, with popular towns like Alicante, Benidorm, Gandia and Denia all on RENFE or FGV routes. From the main Renfe Estación de Madrid (Avenida de Salamanca) there are services to Murcia (1.5hr) via Orihuela and Elche; Valencia (2hr) via Villena and Xàtiva; Madrid (3.75hr) and Barcelona (5hr). Ferrocarriles de la Generalitat Valenciana (FGV) (tel: 900 720472) has a tram and narrow-gauge train service, the trenet (little train), which follows a stunning coastal route. A tram (every half-hour) runs northwards as far as El Campello, where the trenet takes over. It runs to Denia via Playa de San Juan, Benidorm and Calpe.

Hiring a car is probably best done from one of the larger cities, such as Alicante, where there are some reliable and economical local car-hire companies operating from the airport.

Places of interest

Palacio Ducal de los Borja, Calle Duc Alfons el Vell 1 46701, Tel: 96 287 14 65

This magnificent palace in Gandia, was the 15th-century home of Duque Francisco de Borja. Highlights include its finely carved artesonado ceilings and rich ceramic work - look out for the vivid mapa universal floor composition. One-hour guided tours in Spanish, with an accompanying leaflet in English, take place every half hour.

Hours: Mon-Sat 10:00am-2:00pm & 4:30pm-8:30pm; Sun 10:00am-2:00pm

Terra Mítica, Tel: 902 02 02 20/ 965 00 47 49

Terra Mítica, in Benidorm, is the Costa Blanca's answer to Disneyland or Port Aventura in Catalonia. A big fun day out, especially if you're with children, it has a Mediterranean theme, with plenty of rides including a white knuckle rollercoaster ride (the Tizona): as well as areas devoted to ancient Egypt, Greece, Rome, Iberia and the islands.

Also see about Spain: General Information | Weather of Spain | Regions of Spain | Spanish Language | Cuisine of Spain

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