Virgin Voyages’ cruise ship, Brilliant Lady, arrived in Saint John for the first time this week as part of the company’s Canadian tour

The ship’s arrival is being celebrated with live performances and events at the AREA 506 Waterfront Container Village.

A commemorative plaque featuring artwork by Indigenous artist Tara Audibert was also presented.

Port Saint John said the piece, titled Sunrise Ceremony at Hopewell Rocks, reflects its ongoing reconciliation efforts.

Craig Bell Estabrooks, CEO and president of Port Saint John, said the visit is the result of years of planning and outreach.

“Over 3 million passengers have now been to Saint John’s of Brunswick since that beginning period in ’89,” Estabrooks said, referring to the city’s first cruise ship arrival.

“They were pitching in 2017 for this brand and for this experience to come here. So it shows you how long it takes, kind of eight years in the making for today.”

Estabrooks said Virgin Voyages was drawn to the region’s welcoming atmosphere and distinct character.

“They’re looking for destinations that are different,” he said. “And I think we fit that category.”

Brilliant Lady joins Virgin’s fleet of Lady Ships, which includes Scarlet Lady, Valiant Lady and Resilient Lady. The vessel features new shows, a restaurant and design elements inspired by superyachts.

Natasha Salzedo, director of itineraries for Virgin Voyages, said Saint John’s natural beauty and hospitality made it an ideal choice.

“We know our Sailors will be captivated by the city’s natural wonders,” Salzedo said in a statement.

Estabrooks said the port is working to expand the cruise season beyond the fall, which has traditionally been the busiest time for visits.

Virgin Voyages says the stop in Saint John is part of a broader itinerary that includes more than 150 ports of call worldwide.