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Pamplona is well-known for the San Fermin festival which takes place every year between 6 and 14 of July. The celebrations for the patron saint of the city originated in the twelfth century as a frugal devotion to the martyrdom of the catholic missionary San Fermin de Amiens. Over the years, parallel events were incorporated such as a primordial bullfight, it was almost a “bullplay” because, after the bulls were led by foot from the fields into the ring, they were not actually killed and taken back to the countryside. Despite the opposition of the church, the pagan component increasingly merge and from a solemn devotion it turned into a recreational party consisting of dances, banquets and variuos shows. In 1923 Hernest Hemingway witnesses for the first time the festivities taking inspiration for his novel "the sun also rises" ("fiesta" in spanish), with its publication in 1926 the festival reached a global level. Nowadays, during this week, the city quintuple its population with an estimated turnover of around 50 million euros. The whole world associates this celebration with the running of the bulls, often ignoring the reason for this race which is to get the animals to the ring where they are killed. Joseba Asiròn, the current mayor of Pamplona, recently admitted that he hope for a San Fermin free from bullfighting, a scenario which is hard to imagine because of the enormous business involved.