Apart from the San Fermín Festival, perhaps the best thing about Pamplona is its surroundings; meaning the countryside, indeed, the whole of the province of Navarra has some striking qualities; particularly its natural landscape. It has not yet been contaminated by "progress".
There are lots of interesting places to visit around the province; Navarra is particularly rich in Romanesque churches and art. The Province is also well known for its cuisine and wines.