by Natasha Lair
Last updated: 8:10 AM ET, Tue September 2, 2025
Halifax welcomed a new cruise line to its harbour Sunday as Virgin Voyages’ Brilliant Lady made its first-ever North American stop, with company founder Sir Richard Branson on board for the occasion.
“The Brilliant lady is brilliant; I always say the word brilliant which is why I think they called it brilliant,” Branson told CTV News.
“It was built in an Italian yard; it’s just arrived all the way from Italy by the UK and it’s heading down to New York. Every time we build a new ship obviously, we try to make a few little differences. We got a new restaurant on board, but it’s as stunning as the other three and I’m very proud of it.”
The Brilliant Lady, built in 2024, is the fourth vessel in Virgin Voyages’ fleet. The ship can accommodate about 2,500 passengers and is designed to feel more like a boutique hotel than a traditional cruise ship, according to Virgin Voyages CEO Nirmal Saverimuttu.
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Halifax is not only the ship’s first North American port of call, but also the first time Virgin Voyages has brought one of its vessels to Canada.
Branson, who admitted he once had no interest in cruises, said he decided to create a line he and his family would actually enjoy.
“And Virgin Voyages was born, which is an adult only and I think it won every award for being the best cruise line in the world in the last five years,” he said.
The inaugural voyage—dubbed the “MerMaiden”—will officially sail from New York City on September 5.
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During the fall season, the Brilliant Lady will return to Halifax several times, including September 21, September 30, and October 6, as well as a visit to Saint John, N.B., on September 19.
Branson, who joked that he expected storms but was pleasantly surprised by the warm Halifax weather, also reflected on the city’s ties to maritime history.
“My daughter-in-law is Kate Winslet and of course she was famous for the scene with Jack out front of the Titanic,” he said. “Obviously Halifax and the Titanic are closely associated as well so I’ll be giving her a ring later to tell her I am near where Jack was buried.”
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