The city of Pamplona, in Spain, is currently experiencing several changes regarding sustainable mobility such as pedestrianization of some streets in the city center, and access control to the Old Town for motor vehicles through the use of automatic number-plate recognition. However, some groups including local neighbors and businesses are raising complaints as they are being affected by these measures. This is also the case for couriers and logistics companies which have now to comply with new regulations regarding delivery routes throughout the Old Town. This paper will present a comprehensive study of the situation that is being carried out, and in which social perceptions and freight traffic patterns in the Old Town of Pamplona are analyzed to understand how urban freight distribution could be improved in the area. For this purpose, we make use of a survey-based research to the stakeholders, i.e. pedestrians, logistics companies, retailers, and authorities of Pamplona. Results highlight pollution derived from transportation, lack of parking spaces as well as invasion of public spaces in the city center as the key issues for improving freight transportation in the Old Town. Finally, placing a distribution center in the Old Town and the promotion of the cycle-logistics are considered as the future of the urban distribution in Pamplona.