This paper presents the general design of an architecture, based on software agents and oriented to the semantic Web, for the development and deployment of urban, ubiquitous services for citizens and tourist. The goal is to create a platform able to provide personalized services based on recommendation algorithms, and users' location, profile and preferences. The motivating scenario behind the design and development of these services is one in which citizens and tourists use mobile devices to interoperate confidently with the surrounding environment.