The town is mostly famous for its bull-running festivals in July and October. Bulls are raised in the salty marshlands of the Ribatejo, which is also a notable breeding ground for the magnificent Lusitano horse, esteemed for its quick reflexes and maneuverability.
A number of brightly coloured Portuguese bullfighting costumes are on display in the ethnographic museum in the town's bullring, the Praça de Toiros (or Touros) Palha Blanco. Nearby, the town's Misericórdia church features striking 18th-century azulejos (glazed tiles). The town also has a Museum of Neo-Realism.
Three km south of Vila Franca de Xira lies the Lezíria Grande Equestrian Centre, where visitors can watch stylish displays of the impressive Lusitano horses. The centre also stages typical bullfighting spectacles in its outdoor bullring. Visitors can ride Lusitano horses and take dressage lessons at the Quinta de São Sebastião, a sprawling estate at Arruda dos Vinhos, 11 km west of Vila Franca de Xira.