A firework blast opened Pamplona’s San Fermin festival on Monday, launching a nine-day celebration tied to the 100th anniversary of Hemingway’s 1926 novel “The Sun Also Rises”; the first of eight bull runs starts Tuesday.
The centenary underscores how the book turned Pamplona into a global destination, especially for Americans: in 2022 they made up 16% of bull runners, and one tour operator is bringing 1,400 visitors this year, over two-thirds from the U.S.
Hemingway’s imprint is visible across the city—from statues and hotel suites to banners quoting the novel—but the legacy is no longer uncomplicated.
Animal-rights critics and some residents say his romanticizing of bullfighting helped fuel overtourism and binge drinking in a city of 200,000 that draws more than 1 million festivalgoers, about 15% from abroad.
Even so, devotees such as veteran runner Bill Hillmann and Hemingway’s granddaughter Mariel Hemingway say the novel’s themes of loss, identity and purpose still keep readers—and runners—coming to Pamplona.
A century after Hemingway, has Pamplona’s famous festival become a victim of its own success?
Does the 'new Lost Generation' find the same meaning in Pamplona's chaos as Hemingway's characters did 100 years ago?
With growing safety and ethical concerns, can Pamplona's iconic bull run tradition survive another century?
Pamplona 2026: Hemingway’s Centenary, San Fermín’s Evolution, and the Debate Over Tradition and Tourism
Overview
In 2026, the centennial of Ernest Hemingway’s debut novel, The Sun Also Rises, aligns with Pamplona’s famous San Fermin festival, highlighting the enduring yet complex legacy of both the author and the event. While Hemingway’s novel is still widely taught, it is rarely reread, revealing a gap between its classic status and modern engagement. Today, Hemingway is often remembered more for his public persona than his writing style, and his cultural influence is mixed—admired by some, but criticized for outdated themes. This centenary underscores how tradition, literary fame, and evolving values intersect in Pamplona’s vibrant celebrations.