Virgin Holidays is investing $300,000 to support the creation of a dolphin rescue centre, most likely in Florida.
The three-year deal with the US National Aquarium will see the aquarium’s dolphins moved from their indoor pool in Baltimore to a much larger and more natural sanctuary habitat.
The exact location of the sanctuary site is yet to be determined but Virgin Holidays said site selection is focused on Florida.
Virgin hopes the move will pave the way for more natural, humane environments for cetaceans in tourism.
The tour operator chose the National Aquarium’s ground-breaking initiative after a year assessing various sanctuary projects in development around the world.
It hopes when the sanctuary is completed in 2020, and open to visitors, it will help shift the way tourists currently interact with these animals.
Joe Thompson, managing director of Virgin Holidays, said: "We strongly believe the way tourists interact with captive whales and dolphins needs to change – and have been engaging with existing suppliers to improve their product offering and encourage a move away from theatrical shows."
In a recent poll of 1000 UK consumers, 95% wanted to see tour operators change the way they work with attractions featuring whales and dolphins.
CEO of the World Cetacean Alliance, Dylan Walker, said: "Responsible whale and dolphin watching tours in the wild offer inspirational experiences for millions of people and provide a vital platform for research, conservation, and environmental education.
"We are delighted to be working with Virgin Holidays on this pioneering project – the outcomes will ensure that Virgin customers will benefit from high quality and responsible whale and dolphin watching experiences with these incredible animals."
