SeaWorld has announced plans to cease its trademark killer whale show at its San Diego park. The park will phase out the show by the end of 2017.

Customer feedback was the driving factor behind the decision, according to ocean park's chief executive Joel Manby.

The Guardian reports that visitor numbers at the park dropped by 17% last year.

The shows will however continue at the SeaWorld parks in Orlando, Florida and Austin, Texas.

The park has faced intense pressure over its treatment of the animals in recent years, with the 2013 documentary film 'Blackfish' in particular leading to calls for an end to the practice of keeping the orca whales captive. 

IRN reports that the orca show - which has run since the 1960s - will coincide with the opening of a new $100m expansion and renovation project, to be named Blue World. The new element of the park will promote conservation, the company say.

A decision in October meant the park could no longer breed the animals - a move that was celebrated by animal rights activists.