When we talk about Christmas in Alcoy, the first thing to say is that it is truly magical – one of those celebrations that restores your faith in the world. You can feel the love and care that goes into every detail. This is not simply about switching on a few lights. It is about making you believe, for a few precious days, that anything you dream of could come true.

So much effort goes into the festivities that its Three Kings Parade has been declared a Festival of National Tourist Interest. But let us not start at the end. Let us begin where Christmas begins: with the switching on of the Christmas lights, which in Alcoy usually takes place in late November, although the exact date may vary from year to year.

Once you are fully immersed in the Christmas spirit, you should know that on the eve of the Spanish Christmas Lottery draw, locals celebrate the traditional Cena del Pobre. Friends and families gather in the hope of attracting good luck and prepare a delicious feast of fried eggs, sardines and pericana, a dish made with salt cod, dried peppers, garlic and olive oil.

Now that the celebrations are well under way, we recommend attending one of the performances of the Betlem de Tirisiti. This traditional rod-puppet show features many elements inspired by Alcoy’s local customs and traditions. Performance dates and ticket sales are announced each season, so it is advisable to check the official programme.

Set aside some time in your diary on the morning of the Sunday or public holiday before 5 January. This is when Les Pastoretes usually takes place, a children’s parade in which boys and girls dressed as shepherds ride through the streets on decorated carts, handing out sweets.

Think of it as a prelude to the arrival of Their Majesties, the Three Kings. You will still have to wait a little longer for that, though. In Alcoy, they know how to build anticipation. That task falls to Tío Piam, a character who performs the ‘Pregó del Tío Piam’ on the afternoon of 4 January, announcing the arrival of the Royal Messenger. The excitement among the youngest members of the family builds as they see local people dressed in traditional costumes ready to welcome him.

The Three Kings’ messenger makes his way through Alcoy reciting verses written in Valencian, known as El Bando. You will be witnessing the Royal Proclamation, and one of the most delightful sights will be the little donkeys bringing up the rear of the procession, carrying postboxes on their backs so that children can post their letters.

The following day, 5 January, the wait is finally over and, as night falls, Their Majesties enter Alcoy riding camels. The music and torchlight of one of Spain’s oldest Three Kings parades are certainly impressive, but what will truly amaze you is seeing the royal pages climb ladders to reach the balconies of people’s homes and deliver presents to the children. One of the most memorable moments comes when the Three Kings pay homage to the Christ Child and fireworks light up the sky.

Nativity scenes and parades are all very well, but Christmas in Alcoy is not only about performances. Food also plays a starring role – and what wonderful food it is. From borreta, a stew made with salt cod, potatoes, spinach and peppers, to meat or pasteles de gloria pastries, turrón and sugared almonds, not forgetting olleta alcoyana, a hearty stew made with beans, cardoon stalks, pork ribs and bacon.

Throwing yourself wholeheartedly into the Christmas festivities requires plenty of energy. That is something we know all about at Sercotel Ciutat d’Alcoi. We are just five minutes from the historic centre, so you can easily return to your room whenever you need a rest. Once you have tried our beds, it may be difficult to resist a lie-in. We also take breakfast very seriously. If you do not believe us, come and see our buffet for yourself. And be sure to visit our LaHidro restaurant, where lunch and dinner are equally serious affairs.