Oliva (Valencian pronunciation: [oˈliva]) is a municipality in the comarca of La Safor in the Valencian Community, Spain. To its east lie 10 kilometres (6.2 miles) of coastline and beaches fronting the Mediterranean Sea, and eight kilometres to the north is Gandia.

The Passeig (promenade) runs through the centre of the town, and features a market each Friday. On the left side of the Marina beach is Kiko beach. The blue flagged beaches of Oliva stretch for 7 kilometres (4.3 miles); many contain sand dunes.

Oliva has one of the province's biggest and most colourful Moors and Christians Festivals (Festes de Moros i Cristians, in Valencian language) in the area. In the old town there are two churches, Sant Roc and Santa Maria la Major. Sant Roc dates from the 18th–19th centuries, and Santa Maria from the 17th–18th centuries. At the top of the hill in the old town is Santa Anna Castle, built in the 16th century.

In the centre of the village is a Roman kiln situated below one of the blocks of apartments on Santíssim street.

Oliva's Old Town has historical streets which see various "fiestas" celebrated throughout the year: the falles "Fiesta" in March, the Moors and Christians in July and Setmana Santa (Holy Week).