WATCH: Jeff Bezos carries out inaugural space voyage

Jeff Bezos, the world’s richest man, and three crewmates soared high above the Texas desert aboard his space venture Blue Origin’s New Shepard vehicle on Tuesday and returned to Earth, a historic suborbital flight that helps to inaugurate a new era of private commercial space tourism.

The spacecraft ignited its BE-3 engines for a liftoff from Blue Origin’s Launch Site One facility about 20 miles (32 km) outside the rural town of Van Horn. There were generally clear skies with a few patchy clouds on a cool morning for the launch.

The 57-year-old American billionaire flew on a voyage lasting about 10 minutes and 20 seconds to the edge of space, nine days after Briton Richard Branson was aboard his competing space tourism company Virgin Galactic’s successful inaugural suborbital flight from New Mexico.

The mission was part of a fiercely competitive battle between Bezos’ Blue Origin and fellow billionaire Richard Branson’s Virgin Galactic to tap a potentially lucrative space tourism market the Swiss bank UBS estimates will be worth $3 billion annually in a decade.

Bezos, wearing a blue flight suit and cowboy hat, and the other passengers climbed into an SUV vehicle for a short drive to the launch pad before walking up a tower and getting aboard the gleaming white spacecraft, with a blue feather design on its side. Each passenger rang a shiny bell before boarding the craft’s capsule.

“They are in for the flight of a lifetime,” launch presenter Ariane Cornell of Blue Origin said on a live webcast.

Branson got to space first, but Bezos was due to fly higher – 62 miles (100 km) for Blue Origin compared to 53 miles (86 km) for Virgin Galactic – in what experts call the world’s first npiloted space flight with an all-civilian crew. It represents Blue Origin’s first crewed flight to space.

Blue Origin aims for the first of two more passenger flights this year to happen in September or October.

Blue Origin appears to have a reservoir of future customers. More than 6,000 people from at least 143 countries entered an auction to become the first paying customer. The auction winner, who made a $28 million bid, dropped out of Tuesday’s flight, opening the way for Daemen. Virgin Galactic has said 600 people have booked reservations, priced at about $250,000 per ticket.

Bezos has a net worth of $206 billion according to the Bloomberg Billionaires Index. He stepped down this month as Amazon CEO but remains its executive chairman.