The decay Bc+ --> J/psi pi+pi-pi+ is observed for the first time, using 0.8 fb-1 of pp collisions at sqrt{s}=7 TeV collected by the LHCb experiment. The ratio of branching fractions BR(Bc+ --> J/psi pi+pi-pi+)/BR(B_c+ --> J/psi pi+) is measured to be 2.41+-0.30+-0.33, where the first uncertainty is statistical and the second systematic. The result is in agreement with theoretical predictions.