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It is the Spanish festival that enchanted Ernest Hemingway, but as the San Fermin bullfighting fiesta begins, animal rights protesters have descended on the city of Pamplona.

Covered in fake blood and carrying signs saying: 'You run, bulls die', the protesters aimed to shame tourists who fly in to take part in the historic festival, which sees members of the public run through the streets being chased by bulls.

The annual event, which begins today, also sees the animals sacrificed during a series of bullfights, the like of which inspired Hemingway to write Fiesta: The Sun Also Rises.

Blood on their hands: Protesters attempt to shame tourists set to take part in the San Fermin bull run

Wearing the famous white and red costumes of the San Fermin festival, protesters displayed 'bloody' hands and had their faces painted like the Grim Reaper.

They also carried the 'you run, they die' signs in multiple languages so that tourists from around the world who descend on the city each year to take part in the fiesta understood the message.

Kirsty Henderson, campaign coordinator for Peta (People for the Ethical Treatment of Animals), said: 'Many of the tourists who come to Pamplona to run with the bulls have no idea that they are participating in a festival that celebrates the torture and death of these magnificent animals, and if they did, most would undoubtedly run the other way.

'We're here to ask thrill seekers to find another way to get their kicks that doesn't involve harming animals.'

Strong message: The protesters gathered just before the San Fermin festival kicked off

Multilingual: The protesters carried signs in multiple languages during the demonstraton

Protest: Peta was behind the demonstration, which saw animal rights campaigners descend on the centre of Pamplona

The protest comes after actress Gemma Atkinson joined a campaign to discourage tourists from taking part in the annual Pamplona Bull Run.

The Casualty beauty has long been a campaigner for animal rights and threw her weight behind the campaign to abolish Spain's traditional bull fights.

The new film featuring Atkinson, called Pamplona Running of the Bulls, is designed to inform tourists and discourage them from participating in the bull running and fighting event.

Demonstration: Going topless or wearing the traditional San Fermin costume in white and red, the protesters carried signs as they walked through the streets

Celebrity endorsement: Gemma Atkinson, currently on holiday with her boyfriend Olly Foster, has spoken out against tourists taking part in the San Fermin festival

The animal lover said: 'It sickens me that festivals involving the torture and killing of animals, such as the Pamplona Bull Run, are still being promoted as acceptable tourist attractions.

'Contrary to what is often portrayed in the media, there is absolutely nothing macho or brave about abusing and killing animals.'

The League Against Cruel Sports has appealed to holiday company STA Travel to end its promotion and package deals to the San Fermin Running of the Bulls festival.

The animal welfare charity is calling on the travel provider to stop supporting the abuse of animals in the name entertainment and tradition after this year's trips, in order to meet with ABTA's Animal Welfare Guidelines.

Blood-soaked: The protesters sought to highlight the barbaric nature of the bullfights

According to the guidelines, of which STA has signed up to, 'Bullfighting and bull running' are deemed 'unacceptable practice involving animals in cultural events and activities.'

Joe Duckworth, chief executive of the League said: 'Bull running and bullfighting are sickeningly cruel and barbaric practices, and they have no place in a modern society.

'Tourism plays a major part in the continuation of bullfighting and the exploitation of the animals, who are simply being abused and killed for entertainment is truly shocking.

'As rightly pointed out by ABTA, travel companies have a responsibility to the welfare of animals in tourism, a responsibility that can no longer be shirked - which is why we want to see 2014 as the last year STA support this abhorrent activity.'

Other travel companies have dropped their promotion of the San Fermin festival in recent years, including Ryanair, easyJet and British Airways as well as Thomas Cook and Brittany Ferries.