It is a very nice place to visit for a couple of hours by the tram. To me it typifies the the Spanish coastal towns along the Costa Blanca. Wide beach side boulevard with the usual bars and cafe's. A visit to the Valor cafe is highly recommended, the churros and chocolate are to die for. Further back from the beach a wide selection of shops for both tourist and locals.
Talking of chocolate, if you get the chance go visit the Valor factory in Villajoyosa. Just a 5 minute walk from the tram stop at Crueta.
Climb the steps up to the blue domed church, it is amazing. The inside is just so beautiful and you have lovely views across the town and coast. Also plenty of cafe's and restuarants.