Following boss Peter Fankhauser’s announcement, revealed in a blog post on Sunday (July 29), there has been widespread support for the move.

Justin Francis, found and chief executive of Responsible Travel, said welcomed the move and said he had been campaigning for the move for more than five years.

Others took to TTG’s Facebook page to thank Cook, stating its decision was both "100% correct" and "overdue" and that others should follow its lead.

MORE: Thomas Cook drops SeaWorld and other captive orca attractions

Fankhauser said: "From next summer, we will no longer sell any animal attractions that keep orcas in captivity.

"I am clear about the kind of business that we want to be. And when so many of our customers are so clear in their view, I could not allow our business to ignore them."

So is this the right move by Cook? Does ending its ties with attractions like SeaWorld send the right message? Or does it fly in the face of conservation and rehabilitation efforts?

Take a moment to have your say in our poll - and don’t forget to leave a comment in the comments section below if you would like to elaborate.