The amusement park will discontinue the controversial practice as part of a comprehensive company overhaul

Seaworld is to scrap theatrical orca performances as part of a wider business review in response to criticisms that the San Diego attraction mistreats the animals it keeps captive.

During a webcast yesterday (9 November), the brand's chief executive Joel Manby said he had taken on board visitors' concerns regarding the theme park's Shamu stadium whale circus.

"Guests want to know that they're making a difference for the world we share and our parks deliver on that promise," he said, and added that a new orca experience will "highlight more f the species' natural behaviours."

SeaWorld came under scrutiny in 2013 following the release of documentary Blackfish. The film chronicled the fatal attacks by performing killer whales and was highly critical of the company's Orlando base, focusing on an animal named Tilikum which had been involved in the deaths of three people.

The attraction has been experiencing slumping sales ever since, with city authorities saying that visitor numbers dropped by 17 per cent last year to 3.8 million. Despite discounts, promotions and a marketing campaign to improve its reputation, the second quarter of this year saw income drop by 85 per cent to $5.8m, with revenue declining by 3 per cent to $391.6m.

The brand's change in direction also follows a growing tide of negative public opinion across social, pressure from animals rights' groups and condemnation from celebrities such as Ewan McGregor, Eli Roth and Harry Styles.

Speaking to investors on Monday, Manby asserted: “People love companies that have a purpose, even for-profit companies, just look at WholeFoods… I don’t see any reason why SeaWorld can’t be one of those brands.”