Modern society doesn't care and supports them massively in fact, because they are useful. All those traditions were created with a purpose: Release social pres

Modern society doesn't care and supports them massively in fact, because they are useful. All those traditions were created with a purpose: Release social pressure and to signal potential desirable partners with the right skill set for the job. A non trivial issue in our societies. When everybody is a farmer, proving that you can manage bulls moves you up in the social ladder. But San Fermin is not about bulls, is mostly about booze. Olympic pools of booze melting your social barriers and helping you to mix with the people. For tourists is about commiting faux pass with less social impact. Nobody will tell your grandma that you never seen a single bull and ended the night snoring in a street corner covered in vomit and with a broken bottle in your hands (Or with luck, wake-up next to a stranger in a much more pleasant way). And because they made lots of new friends, because being "partners in crime" always make people feel closer. The sweet money from tourism is a nice bonus, of course, but the social aspects would worth it even without it.