diff --git a/.gitignore b/.gitignore
index 59e33e561b31..c1d7ec36dfda 100644
--- a/.gitignore
+++ b/.gitignore
@@ -24,3 +24,7 @@ hack/config-local.sh
 tags
 .Gopkg.*
 .GeneratedDockerfile
+.gradle
+hack/gen-swagger-doc/*.adoc
+hack/gen-swagger-doc/*.md
+hack/gen-swagger-doc/html5
diff --git a/.travis.yml b/.travis.yml
index b6f6d481721e..19118bf5b8fa 100644
--- a/.travis.yml
+++ b/.travis.yml
@@ -44,6 +44,7 @@ script:
 - if [[ $TRAVIS_REPO_SLUG == "kubevirt/kubevirt" ]]; then $HOME/gopath/bin/goveralls
   -service=travis-ci -package=./pkg/... -ignore=$(find -name generated_mock*.go -printf
   "%P\n" | paste -d, -s) ; else make test; fi
+- make apidocs
 
 cache:
   directories:
@@ -73,8 +74,15 @@ deploy:
   on:
     tags: true
     repo: kubevirt/kubevirt
+- provider: script
+  skip_cleanup: true
+  script: bash hack/gen-swagger-doc/deploy.sh
+  on:
+    branch: master
+    go: 1.8.3
 
 env:
   global:
   - secure: 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
   - secure: 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
+  - secure: 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
diff --git a/Makefile b/Makefile
index e91367798ae5..10dc25b379d3 100644
--- a/Makefile
+++ b/Makefile
@@ -12,6 +12,13 @@ generate: sync
 	(cd tools/openapispec/ && go build)
 	tools/openapispec/openapispec --dump-api-spec-path api/openapi-spec/swagger.json
 
+apidocs: generate
+	docker run -u `stat -c "%u" hack/gen-swagger-doc/` --rm \
+		-v ${PWD}:/home/gradle/kubevirt:rw,z \
+		-w /home/gradle/kubevirt \
+		gradle \
+		bash hack/gen-swagger-doc/gen-swagger-docs.sh v1 html
+
 build: checksync fmt vet compile
 
 compile:
diff --git a/hack/gen-swagger-doc/build.gradle b/hack/gen-swagger-doc/build.gradle
new file mode 100644
index 000000000000..dfecf7aa1774
--- /dev/null
+++ b/hack/gen-swagger-doc/build.gradle
@@ -0,0 +1,35 @@
+buildscript {
+    repositories {
+        mavenLocal()
+        jcenter()
+    }
+
+    dependencies {
+        classpath "io.github.swagger2markup:swagger2markup-gradle-plugin:1.3.1"
+        classpath "org.asciidoctor:asciidoctor-gradle-plugin:1.5.6"
+    }
+}
+
+apply plugin: 'io.github.swagger2markup'
+
+convertSwagger2markup {
+    swaggerInput "./api/openapi-spec/swagger.json"
+    outputDir file("./")
+    config = [
+        'swagger2markup.markupLanguage': markupLanguage,
+        'swagger2markup.interDocumentCrossReferencesEnabled': true,
+    ]
+}
+
+apply plugin: 'org.asciidoctor.convert'
+
+asciidoctor {
+  sourceDir = file('./')
+  sources {
+    // paths.adoc is being renamed to operations.adoc by gen-swagger-docs.sh.
+    // Keeping it here in case somebody run: gradle convertSwagger2markup asciidoctor
+    include 'definitions.adoc', 'overview.adoc', 'paths.adoc',  'security.adoc', 'operations.adoc'
+  }
+  outputDir = file('./')
+  attributes 'toc' : 'right'
+}
diff --git a/hack/gen-swagger-doc/deploy.sh b/hack/gen-swagger-doc/deploy.sh
new file mode 100755
index 000000000000..c526d092a548
--- /dev/null
+++ b/hack/gen-swagger-doc/deploy.sh
@@ -0,0 +1,29 @@
+#!/usr/bin/env bash
+
+set -e
+
+GITHUB_FQDN=github.com
+API_REF_REPO=kubevirt-incubator/api-reference
+API_REF_DIR=/tmp/api-reference
+
+git clone \
+    "https://${API_REFERENCE_PUSH_TOKEN}@${GITHUB_FQDN}/${API_REF_REPO}.git" \
+    "${API_REF_DIR}" > /dev/null 2>&1
+rm -rf "${API_REF_DIR}/content/"*
+cp -f hack/gen-swagger-doc/html5/content/*.html "${API_REF_DIR}/content/"
+
+cd "${API_REF_DIR}"
+
+git config --global user.email "travis@travis-ci.org"
+git config --global user.name "Travis CI"
+
+if git status --porcelain | grep --quiet "^ M" ;
+then
+  git add -A content/*.html
+  git commit --message "API Reference update by Travis Build ${TRAVIS_BUILD_NUMBER}"
+
+  git push origin master > /dev/null 2>&1
+  echo "API Reference updated."
+else
+  echo "API Reference hasn't changed."
+fi
diff --git a/hack/gen-swagger-doc/gen-swagger-docs.sh b/hack/gen-swagger-doc/gen-swagger-docs.sh
new file mode 100755
index 000000000000..fd87beb58cbc
--- /dev/null
+++ b/hack/gen-swagger-doc/gen-swagger-docs.sh
@@ -0,0 +1,91 @@
+#!/bin/bash
+
+# gen-swagger-docs.sh $API_VERSION $OUTPUT_FORMAT
+# API_VERSION=v1
+# OUTPUT_FORMAT=html|markdown
+
+set -o errexit
+set -o nounset
+set -o pipefail
+
+VERSION="${1:-v1}"
+OUTPUT_FORMAT="${2:-html}"
+if [ "$OUTPUT_FORMAT" = "html" ] ;
+then
+    SUFFIX="adoc"
+    HEADER="="
+    LINK1_TEMPLATE="\* \<\<\${VERSION}.\$m\>\>"
+    LINK_DEFINITIONS="* link:./definitions.html[Types Definition]"
+    LINK_OPERATIONS="* link:./operations.html[Operations]"
+    GRADLE_EXTRA_PARAMS=""
+elif [ "$OUTPUT_FORMAT" = "markdown" ] ;
+then
+    SUFFIX="md"
+    HEADER="#"
+    LINK1_TEMPLATE="\* [\${VERSION}.\$m]\(definitions.md#\${VERSION}-\${m,,}\)"
+    LINK_DEFINITIONS="* [Types Definition](definitions.md)"
+    LINK_OPERATIONS="* [Operations](operations.md)"
+    GRADLE_EXTRA_PARAMS="-PmarkupLanguage=MARKDOWN"
+else
+    echo "Unknown OUTPUT_FORMAT=${OUTPUT_FORMAT}"
+    exit 1
+fi
+WORKDIR="hack/gen-swagger-doc"
+GRADLE_BUILD_FILE="$WORKDIR/build.gradle"
+
+
+# Generate *.adoc files from swagger.json
+gradle -b $GRADLE_BUILD_FILE $GRADLE_EXTRA_PARAMS convertSwagger2markup --info
+
+#insert a TOC for top level API objects
+buf="${HEADER}${HEADER} Top Level API Objects\n\n"
+top_level_models=$(grep '&[A-Za-z]*{},' pkg/api/${VERSION}/types.go | sed 's/.*&//;s/{},//')
+
+# check if the top level models exist in the definitions.$SUFFIX. If they exist,
+# their name will be <version>.<model_name>
+for m in $top_level_models
+do
+  if grep -xq "${HEADER}${HEADER}${HEADER} ${VERSION}.$m" "$WORKDIR/definitions.${SUFFIX}"
+  then
+    buf+="$(eval echo $LINK1_TEMPLATE)\n"
+  fi
+done
+sed -i "1i $buf" "$WORKDIR/definitions.${SUFFIX}"
+
+# change the title of paths.adoc from "paths" to "operations"
+sed -i "s|${HEADER}${HEADER} Paths|${HEADER}${HEADER} Operations|g" "$WORKDIR/paths.${SUFFIX}"
+mv -f "$WORKDIR/paths.${SUFFIX}" "$WORKDIR/operations.${SUFFIX}"
+
+
+# Add links to definitons & operations under overview
+cat >> "$WORKDIR/overview.${SUFFIX}" << __END__
+${HEADER}${HEADER} KubeVirt API Reference
+
+${LINK_DEFINITIONS}
+${LINK_OPERATIONS}
+__END__
+
+
+if [ "$OUTPUT_FORMAT" = "html" ] ;
+then
+  # $$ has special meaning in asciidoc, we need to escape it
+  sed -i 's|\$\$|+++$$+++|g' "$WORKDIR/definitions.adoc"
+  sed -i '1 i\:last-update-label!:' "$WORKDIR/"*.adoc
+
+  # Generate *.html files from *.adoc
+  gradle -b $GRADLE_BUILD_FILE asciidoctor --info
+  rm -rf "$WORKDIR/html5/content" && mkdir "$WORKDIR/html5/content" && mv -f "$WORKDIR/html5/"*.html "$WORKDIR/html5/content"
+  mv -f "$WORKDIR/html5/content/overview.html" "$WORKDIR/html5/content/index.html"
+elif [ "$OUTPUT_FORMAT" = "markdown" ] ;
+then
+    # Generate TOC for definitions & operations as README.md
+    cd "$WORKDIR"
+    echo "# KubeVirt API Reference" > README.md
+    curl \
+        https://raw.githubusercontent.com/ekalinin/github-markdown-toc/master/gh-md-toc | \
+        bash -s "definitions.md" "operations.md" | \
+        sed 's/^      //' >> "README.md"
+    cd -
+fi
+
+echo "SUCCESS"
diff --git a/hack/gen-swagger-doc/gradle.properties b/hack/gen-swagger-doc/gradle.properties
new file mode 100644
index 000000000000..284894e36d1a
--- /dev/null
+++ b/hack/gen-swagger-doc/gradle.properties
@@ -0,0 +1 @@
+markupLanguage=ASCIIDOC