However, the ban will not extend to existing suppliers, meaning the operator will continue to sell popular, but controversial, attractions such as Seaworld Orlando.

The company said it believed attractions currently with whale and dolphin attractions "care deeply about the animals they house, which is evident through the quality of care, the high standard of attractions, and extensive conservation and education programmes."

In a statement, it added: "Taking all attractions that feature whales and dolphins off sale doesn’t address the needs of the currently in captivity and would take us out of the debate, where we would lose the ability to exert positive influence."

Virgin’s updated policy of cetaceans follows on from its 2014 ’Pledge on Sea mammals’, which encouraged businesses not to take animals from the wild and asked suppliers to move away from animal entertainment.

A spokesperson confirmed that SeaWorld Orlando would remain on sale, but that any new attractions such as SeaWorld Abu Dhabi, would need to adhere to the new policy.  There has been no confirmation of what animals will be at the park, so it is too early to determine whether it will be affected.

 David Geer, managing director, Virgin Holidays, commented: “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.”