During the company’s investor day, chief executive Joel Manby announced that the company had initiated production on a new orca presentation at the California facility.

The experience will aim to highlight more of the species’ natural behaviours. The current show, One Ocean, will run through 2016.

The move comes almost three years after the release of documentary Blackfish, which levelled a number of allegations at the company. SeaWorld said a number of the points made were “ultimately false and misleading”.

"The overwhelming majority of adults – nearly 95 percent according to research we have seen – tell us that they believe that visiting a zoo or aquarium can inspire conservation," Manby said.

"We see a growing trend within our core guest demographic that a vacation can and should be more than just fantasy and entertainment. Guests want to know that they’re making a difference for the world we share and our parks deliver on that promise."

SeaWorld has seen its share price halve in the last couple of years and attendances have declined at its San Diego park.

In its most recent set if results, overall attendance for the third quarter decreased by 0.4% with the drop in California put down to “continued SeaWorld brand challenges”.

Following the news Peta Foundation Director of Animal Law Jared Goodman, said: "An end to SeaWorld’s tawdry circus-style shows is inevitable and necessary, but it’s captivity that denies these far-ranging orcas everything that is natural and important to them."

SeaWorld has said the change will only occur in its San Diego park. The firm also runs orca shows in Florida and Texas.

With attendances declining at its San Diego park, SeaWorld is aiming to shift the public’s perception. But will potential customers be persuaded when the animals remain in captivity? And what does this mean for its other sites?