Activists will gather in the Spanish city’s main square on Saturday morning wearing the event’s traditional red and white costumes, with their faces painted to look like the Grim Reaper, hands covered in blood and signs in multiple languages saying "You Run – Bulls Die".
The protest is intended to highlight the violence of the event to people attending, according to PETA campaign co-ordinator Kirsty Henderson. She claimed that the majority of Spanish people now opposed bullfighting and explained that the main aim of the campaign was to educate tourists.
"Most people attending are tourists who don’t realise the bulls will be executed," she said, adding that the key message of the campaign was that by attending, tourists are participating in an event that "celebrates the torture and death" of the animals.
Most of the protestors will be from Spain, but there will be people from a number of different countries, Henderson said.
The annual event, which will see the first bulls run on Monday, will feature 48 bulls in total running through Pamplona’s streets before they are killed in the town’s bullring.
The demonstration follows a similar one PETA organised last year, featuring 48 protesters in full-sized coffins. Henderson said this protest was intended to be "bigger and better", reinforcing the message that opposition is strong and still mounting.