Virgin Holidays says it will not sell or promote any new attractions or hotels featuring captive whales and dolphins for theatrical or other entertainment purposes.
The operator has also said it will partner with one or more leading animal welfare organisations to explore options for animals currently in captivity and to encourage existing partners to promote the highest welfare standards for the animals in their care, while also evolving their offering away from theatrical performances.
Managing director David Geer said: "We believe that business should be a force for positive change.
"Virgin Holidays is committed to a constructive, ongoing relationship with our current suppliers who care for captive cetaceans and will work closely with them to raise standards across the board.
"However, we believe the way tourists interact with captive whales and dolphins needs to change and we want to play an active role in supporting this transition."
Environmentalist Jean-Michel Cousteau, animal welfare groups and tourist attractions have welcomed the announcement.
Cousteau said: "Today’s announcement is a very important milestone".
Will Travers OBE, president of The Born Free Foundation, said: "Our relationship with whales and dolphins is rapidly changing. The days of keeping these incredible creatures in captive animal attractions for life are numbered. I welcome the fact that Virgin have nailed their colours to the mast and are encouraging new thinking."
Campaigner Cathy Williamson of the Whale and Dolphin Conservation (WDC) said: "WDC is heartened to learn that Virgin Holidays will support such initiatives.
"We are also pleased that Virgin Holidays will not sign up any new attractions featuring captive whales and dolphins.
"We continue to call on all tour operators to ensure adherence to the Global Welfare Guidance for Animals in Tourism and phase out support for all such facilities."
