The EU project ‘Network for effective knowledge transfer on safe and economic wastewater reuse in agriculture in Europe (SUWANU-Europe)’ aims to identify the limitations and factors of success in fostering the use of reclaimed water by the agricultural sector in different European regions. This study shows the results of a SWOT (Strengths-Weaknesses-Opportunities-Threats) analysis in the case of Andalusia (Southern region in Spain). The goal is to define a regional strategic plan to promote the use of urban reclaimed water for irrigation purposes. The SWOT analysis carried out in this study has identified barriers and challenges that still exist in the implementation of irrigation systems with reclaimed water. Among the main threats identified, stakeholders’ perceptions and the higher cost of reclaimed water for irrigators (compared to alternative sources) play a relevant role. Additionally, the excessive bureaucracy and long administrative processes are significant weaknesses to be considered. On the other hand, technology availability and the increasing scarcity of conventional sources are seen as strength and opportunity factors for the expansion of reclaimed water use for irrigation purpose