The working document outlines the roadmap to adapt the commercial fabric to new consumption habits, promote a more attractive and sustainable model, and connect urban economic activity with current citizen needs. The presentation took place at the Casa dels Mundina, gathering municipal representatives, Chamber officials, commercial and business sector representatives, and local entities linked to the sector.
The analysis phase involved over 500 participants through surveys, interviews, and workshops. Data highlights the significance of commerce and services as drivers of the urban economy, with approximately 3,700 active commercial establishments in Vila-real, nearly 500 of which are street-level retail businesses. Growth is also noted in activities related to personal services, beauty, wellness, leisure, and pet care.
The study focuses on the transformation of consumption habits, particularly among younger generations more connected to digital environments. It concludes that Vila-real has significant purchasing power, although a notable portion of spending occurs in other municipalities. Key challenges identified include revitalizing certain commercial areas, reducing vacant premises, and enhancing the attractiveness of the city center.
During the event, practical case studies on applying artificial intelligence to local commerce were presented. AI specialist consultant José Manuel Plaza showcased solutions for customer management and service personalization. Plaza emphasized that Vila-real serves as an «AI laboratory» and stressed the necessity for businesses to prepare for incorporating these tools.
“"This diagnosis allows us to rigorously understand the sector's current situation and plan the necessary actions to ensure its future. Local commerce is a fundamental sector for the economy, social cohesion, and the quality of life in our neighborhoods, as it brings life to the streets, generates employment, and is part of Vila-real's identity."
Mayor José Benlloch highlighted that the Master Plan is «not just a technical document, but a city project» and recalled municipal support measures, such as the Vilabons campaign (€200,000), agreements with commercial entities, revitalization campaigns, joint actions with Villarreal CF, improvements to the Municipal Market, and IBI tax rebates for activities of special interest.
“"Count on the Chamber of Commerce of Castellón. We will continue to contribute all our technical knowledge, our effort, and our resources so that this Master Plan becomes the lever that drives stronger, more resilient commerce, prepared for tomorrow's challenges."
María Dolores Guillamón, President of the Chamber of Commerce of Castellón, reaffirmed the entity's commitment. Following this diagnostic phase, the process now moves to a new stage focused on defining priority objectives, strategic lines, and specific projects. Commerce Councilor Xus Madrigal indicated that the key axes are expected to be presented in the last quarter of the year, developed consensually with the sector.
