The urban planning of the city also responded to the needs raised by the increase in pilgrimage, since open spaces of sufficient size were required to contain the hundreds of pilgrims who arrived, particularly in August. The north and south exchanges, the Market Square, behind the cathedral, and especially the Plaza de Santa María were the spaces that accommodated locals and visitors who came to see and touch the Holy Face and receive its blessing.

Until the eighteenth century, sources emphasise the large number of faithful who filled the church from very early each 15 August and occupied the surrounding open spaces, especially the Plaza de Santa María, as well as the roofs and terraces and even Santa Catalina hill, where the castle is located.