Richard Branson's Virgin Cruises will take delivery of three ships capable of carrying nearly 3,000 passengers each starting in early 2020, the British entrepreneur told reporters during a news conference on Tuesday.
"Its no secret I've dreamed of building a cruise line for a very long time," said Branson, 64.
The first ship will operate out of Miami, but no decision was announced about the other two.
Branson arrived at the news conference by helicopter and posed for pictures sporting a cherry red captains hat with matching shorts and boat shoes, flanked by two models.
Virgin Group announced the Bain Capital-backed project last December. The company plans to spend under $2 billion with Italian shipbuilder Fincantieri, Branson told reporters.