Richard Branson arrived by helicopter for a news conference at the Perez Art Museum in Miami, Florida. Photo: Joe Skipper/Reuters

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 last week.

“It’s 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 captain’s hat with matching shorts and boat shoes, flanked by two models.

Virgin Group announced the Bain Capital-backed project in December. The company plans to spend less than $2 billion with Italian shipbuilder Fincantieri, Branson told reporters.

It’s no secret I’ve dreamed of this for a very long time

It is shying away from the mega-vessels that Carnival and Royal Caribbean Cruises Ltd are building, which can carry more than 5,000 passengers, hoping to provide a more intimate experience to customers who might not otherwise consider cruising.

“We go against the grain,” said Virgin Cruises chief executive Tom McAlpine, former president of the Disney Cruise Line.

Branson’s Virgin companies are known for taking irreverent, playful approaches to various businesses, including airlines, rail and cell phone service.