When planning interventions, water and land resource managers increasingly need to take the opinions of stakeholders into account. In the present study, stakeholders’ concerns in a multifunctional water system are assessed, with a focus on the debate about the sustainability of irrigation projects in stressed and competing water contexts. The selected case study pertains to the Segarra‐Garrigues irrigation canal (Spain), the promotion of which has generated social debate and mobilization, as well as pronouncements from European authorities for ensuring its environmental sustainability. Data was collected through semi‐structured interviews and analysed by means of a new codification system for identifying the affinities and conflicts arising from existing water demands. Results show that sustainability concepts are more present in civil society than in public administration and private services or the rural community. However, social sustainability and environmental sustainability are a priority for most stakeholders, while the economic perspective of sustainable development has been conditioned by the first two. These results can be used by relevant authorities as a first step in customizing their interventions, as they provide a clear initial idea of what stakeholder priorities are in the framework of sustainable development.