English business magnate and investor, Sir Richard Branson has held discussions with Abu Dhabi entities for a $1.7bn project to launch a new fleet of Virgin cruise liners,

The National has reported. “We are looking at a very different kind of cruise company,” Sir Richard told the daily. “We’re trying to create the kind of cruise ship that would be attractive to the kind of people who would never consider a cruise at the moment,” he said. Sir Richard, who is involved with the Abu Dhabi government-backed investment group Aabar in the space industry, is looking to build a cruise fleet from scratch, starting with the construction of two new vessels to work the traditional cruise markets in the Caribbean and Mediterranean.

“We would offer more entertainment and leisure opportunities on board the ships, making them attractive to a younger market. We believe we can supply the Virgin ‘touch’ on cabins, leisure and dining facilities,” the Virgin spokesman added.