The consideration of stakeholders' perceptions and preferences on different ecosystem services, identifying potential conflict areas, is essential for operationalizing integrated management plans. In the central coast of Chile, several traditional fishing resources are overexploited and conflicts between users might arise with the increasing demand of both traditional and new uses. The principal groups of users in coastal areas were characterized in order to generate information that advances towards integrative approaches in the region. Face-to-face surveys to fishermen, tourists and permanent residents were conducted in six coastal sites to identify what these groups value the most, assessing at the same time if differences in perceptions and use might suggest future conflicts between users associated to coastal planning. Participants had to prioritize a list of coastal attributes associated with ecosystem services. Results show variability in prioritization of coastal attributes amongst groups of users, however, variability across sites was low. Fishermen showed a tight economic and cultural dependency on provisioning services; however, their general perception was of decreasing catches and a shift to less valued resources and habitat structuring species as traditional ecosystem services deteriorate. Tourists and residents had the most homogenous perceptions, and agreed on the prioritization of intangible services, such as the quietness and scenery of the coast. Nevertheless, deterioration of the environment was perceived as relevant by the inhabitants of the study area, reflecting a potential conflict between the current increase in tourist influx and resource demand. Therefore, increasing recreational use needs to be managed, ensuring the resilience of the traditional fisheries and adopting effective actions that should encompass wider ecosystem objectives. However, the real challenge for integrated management is the incorporation of intangible values in conservation objectives.