Setting it apart from its coastal neighbours of Calp and further south, Benidorm, the town council passed laws limiting the height of buildings and protecting the natural pines that cover the sides of the valley leading to the coastal part of the municipality, Moraira.

The earliest signs of a settlement date back to the Upper Paleolithic Period (15–20,000 BC) with remains discovered in a cave on the headland (Cap d’Or).

The walled terraces on the hillsides of the area are still present and allowed for orchards of almonds, vines and citrus fruits to be grown.

The influence of the European expatriate community of predominantly English, German and Dutch residents has grown to the extent that in 1999 a political party of predominantly non-Spanish residents, The Moraira Party, won control of the town hall in local elections.

The street market held on Wednesday mornings, and the numerous fiestas that occur throughout the year provide the best example of Spanish customs, and some of the best firework displays, to be found on the coast.