SeaWorld has announced it will end its killer whale breeding programme and will phase out theatrical shows featuring the animals.
The company, which has faced criticism over its treatment of captive marine animals, said the orcas currently in its care will be the last generation at its parks.
Joel Manby, president and chief executive of SeaWorld Entertainment, said in a letter to the Los Angeles Times: "Customers visit our marine parks, in part, to watch orcas.
"But a growing number of people don't think orcas belong in human care."
In a statement, he added: "By making this the last generation of orcas in our care and re-imagining how guests will encounter these beautiful animals, we are fulfilling our mission of providing visitors to our parks with experiences that matter."
The Orlando-based company has seen dwindling attendance and protests from animal rights activists calling for it to end public exhibitions of killer whales.
In Thursday's announcement, it also revealed it had entered into a partnership with the Humane Society.
In November, SeaWorld said it would replace its signature "Shamu" killer whale shows in San Diego with displayed focused on conservation.
Last year, California regulators said they would block SeaWorld San Diego from continuing to breed killer whales if it went ahead with a planned expansion of their artificial habitat.
SeaWorld currently has 29 killer whales under its care, according to its website.
The first orca was born in a SeaWorld park in 1985. Since then, 30 have been born in its parks in San Diego, Orlando and San Antonio, including the first-ever births through artificial insemination.
The company faced a backlash after the 2013 documentary Blackfish, which depicted the captivity and theatrical shows involving the animals as inherently cruel.
Blackfish also explored the circumstances surrounding the 2010 death of SeaWorld trainer Dawn Brancheau, who was pulled underwater and drowned by the killer whale Tilikum during a show.
Blackfish director Gabriela Cowperthwaite spoke to the Hollywood Reporter about the company's latest announcement, calling it "paradigm shifting".
"Of course we want more because change should always be dynamic. But breeding, expanding killer whales into international markets, all these missives once sat at the center of their business model. And they're willing to stop these practices immediately," she said.
The company has criticised the film as misleading and has drawn attention to its role in marine mammal research.
Last week, officials at the Orlando park said Tilikum was suffering from a bacterial infection in his lungs that could kill him.
