It has a population of 26,111 (2010) and forms part of a larger urban area with the neighbouring town of Don Benito.

Founded in the thirteenth century as Aldeanueva de Medellín, the city was an important centre for the Mesta in the Middle Ages.

Both municipalities approved the merging, in the case of Villanueva de la Serena by an overwhelming 90.49% of yes votes (well over the 66.0% threshold set in advance).

Mérida (capital of Extremadura) and Badajoz (biggest city in the region) are respectively 58 and 116 km from Villanueva de la Serena.

La Carrerita, a festivity of cultural interest, is celebrated in this city every last Sunday in the Easter week.