Most Britons capable of finding Spain on a map can also point out the Costa del Sol and the Costa Blanca. Far fewer, however, will be able to point to the Costa del Azahar — Spain’s Orange Blossom Coast. But in all likelihood, many of the Britons who have bought cramped, pricey flats on the Costa del Sol, or snapped up hastily built villas from dodgy agents on the Costa Blanca in the south, would have been much better off on the Costa del Azahar, the last remaining coastline still largely undiscovered by British buyers.

Visit the area, and you are immediately struck by how few sunburnt Brits are wandering around. According to Spanish government statistics, there were just 900 British residents in Castellon province at the end of 2005, compared with 26,256 in Malaga province (Costa del Sol) and 42,000 in Alicante province (Costa Blanca). Is this lack of interest among British homebuyers justified? Do canny Brits know something about the Costa del Azahar that others don’t? And are there good reasons why 41,100 more Brits choose to live in Alicante province, just 80 miles south? The answers to these questions don’t support our self-image as savvy investors and discerning tourists. Unless you are golf-mad, there is no compelling, knockout reason for choosing the Costa Blanca or the Costa del Sol over the Costa del Azahar. The real reasons why Brits aren’t in the Costa del Azahar boil down to ignorance, a tendency to follow the herd and a taste for the easy option.

If you do your research before deciding which coast to choose, you will discover that the Costa del Azahar in Castellon province is 75 miles long, running from the border with Catalonia in the north, where the mighty Ebro River flows into the Mediterranean, to the border with Valencia province in the south, just 30 miles from the city of Valencia itself.

Beside sandy white beaches and fragrant orange groves, the Costa del Azahar offers a pleasant climate, breathtaking countryside (both coast and mountains) and delicious local cuisine. While there may not be many golf courses — no bad thing on environmental grounds — the province has the highest proportion of land protected in parks and nature reserves in Spain. In short, this is an attractive, very Spanish coast with plenty of things to do — exactly the sort of place you would expect British property buyers to be all over.

Not everyone has made the mistake of overlooking it. For years, it was popular with German buyers, who had an extra reason for liking the Costa del Azahar: you can reach it by car in just one day’s drive from southern Germany.

For economic reasons, German buyers have largely disappeared from the area but, in contrast to Mallorca, where their properties were snapped up by advancing Brits, the market here has been left to the Spanish. This authentic Spanishness should make the Costa del Azahar irresistible to the British, many of whom claim to be looking for the “real Spain”. And a property market dominated by local buyers is always a good sign: prices in areas where foreigners are very active tend to become inflated, as visitors on quick inspection trips are easy prey for overcharging.

If most Britons remain ignorant of the Costa del Azahar’s charms, the heir to the British throne isn’t among them. Prince Charles has been on several short, low-key visits to the region, staying at the beachfront villa of the Colonques family, who run Porcelanosa, a successful ceramic tile company in the area. The house, in an exclusive residential enclave just outside the small town of Benicasim, has wonderful sea views and a pretty little beach.

Other Brits wise to the area’s attractions include Judi and David Simpson, both 48, from Sheffield, who bought a villa in the town of Alcossebre in 2001. “We heard about the area from a friend and went out on a long weekend break without any intention of buying a property,” says Judi. “Largely out of curiosity, we got talking to a Spanish estate agent. As luck would have it, they had a villa we just couldn’t resist.”

The Simpsons, who have two daughters, aged nine and 17, paid £190,000 for a three-bedroom, two-bathroom villa with a lush, tropical garden and pool, just 10 minutes’ walk from the old town centre of Alcossebre and the beach. They spent a further £30,000 refurbishing the property, and it has turned out to be a worthwhile investment.

Recent capital gains in Castellon province have been some of the highest in Spain, with more than 30% growth in the past two years alone — somewhat better than in the provinces of Malaga and Alicante. The Simpsons’ villa is now valued at more than £500,000.

Judi and David use their new home about three months a year for holidays; the rest of the time it’s used by family and friends. They also rent it out via www.holiday-rentals.com, but only to people who they believe will take good care of the property. “We didn’t buy it as an investment, so we aren’t desperate for rental clients, but it’s nice if it pays its way,” says Judi.

She has visited other coastal areas of Spain and is very clear in her mind about the strengths of the Costa del Azahar.

“First, it’s down-to-earth and authentic, free of the glitz and pretensions you see elsewhere,” she says. “Here you can just relax and be yourself in a friendly, Spanish environment. Second, it feels very safe, the sort of place where you don’t worry about your kids all the time. Third, there’s plenty to do — at home, at the beach or on excursions, and the kids are never bored. Lastly, it’s easy to get to — we can fly to either Valencia, Reus, or Barcelona, and then drive or take a fast train to Benicarlo, which is just 12 miles away.”

Times recommends

• Second homes: credit crunch casualty or money-spinner?
• How I built my own sliding house
• Top 10 incentives for house buyers