Belgrade’s Trump Hotel Development Scrapped Amid Protests

Published on December 17, 2025

In a significant shift, Jared Kushner’s private equity firm, Affinity Partners, announced its withdrawal from a controversial Trump-branded hotel development project in Belgrade, Serbia. This decision comes after mounting protests and legal issues surrounding the proposed site, which once served as a military complex bombed during NATO operations in 1999. The withdrawal raises questions about the future of the development, which had been heavily championed by Serbian President Aleksandar Vucic and attracted attention for its potential impact on tourism and the local economy.

The End of a Controversial Development

Affinity Partners, founded by Kushner, had been in negotiations for over two years to bring a luxury hotel and apartments to a central site in Belgrade. However, the project faced increasing opposition, with local protests decrying the construction of the hotel on land with significant cultural and historical value. The protests, which included calls to preserve the site’s heritage, intensified after several Serbian officials were indicted for corruption related to the project’s approval. The controversy ultimately led Affinity Partners to withdraw, citing that meaningful projects should bring people together, rather than create division.

The hotel was to be a Trump-branded luxury development, which would have contributed to Belgrade’s burgeoning tourism sector. With the city increasingly positioning itself as a European hotspot for both leisure and business tourism, the development had the potential to raise the city’s profile on the global stage. However, local sentiment and the legal complications surrounding the land have overshadowed any economic potential the hotel could have brought to Serbia.

A Boon for Tourism That Will Not Be

The proposed Trump hotel was expected to be a significant boost to Belgrade’s tourism sector, offering luxury accommodations and attracting high-end travellers. The project was particularly promoted as a part of Serbia’s efforts to increase its international appeal, not just for business but also for cultural tourism. A five-star hotel branded with the Trump name would likely have attracted visitors from around the world, adding to the growing list of high-profile international hotel chains already operating in the region.

Serbia’s capital, Belgrade, is increasingly seen as a vibrant and evolving city, known for its rich cultural heritage, bustling nightlife, and a growing number of global businesses seeking to tap into the regional market. In recent years, Belgrade has experienced a surge in tourism, driven by its dynamic atmosphere and the increasing appeal of Eastern European destinations. High-profile developments, such as this Trump-branded hotel, were anticipated to play a major role in boosting the city’s global standing as a desirable travel destination.

However, this development has now been thwarted, leaving questions about the future of similar projects in the city. While the withdrawal of Affinity Partners may have dampened immediate plans for the luxury hotel, the attention it has brought to the region’s tourism potential is likely to remain, ensuring that Belgrade remains in the global spotlight.

Legal and Cultural Challenges

The planned hotel site was marred by controversy from the outset. Located on a former military complex that had been bombed during the NATO intervention in 1999, the land was originally designated as a protected cultural heritage site. However, the Serbian government had made efforts to strip the area of its cultural protection in order to facilitate development. This led to legal challenges and protests, particularly from groups concerned about preserving the historical significance of the site.

Legal battles escalated when several Serbian officials, including members of Vucic’s cabinet, were indicted for corruption related to the project. The alleged falsification of documents and abuse of power in the approval process further fueled public outcry. These legal and political challenges created an increasingly toxic environment for the project, ultimately leading to the decision by Affinity Partners to walk away.

What’s Next for Belgrade’s Tourism?

While the Trump hotel project has now been shelved, Belgrade’s tourism industry is still on the rise. The city remains an attractive destination for travellers, with its mix of rich history, diverse culture, and modern amenities. Other developments are still expected to continue, albeit without the controversial Trump-branded project.

Belgrade is well-positioned to continue attracting international visitors, thanks to its vibrant cultural scene, low-cost travel options, and unique appeal as a gateway between Eastern and Western Europe. The city’s tourism infrastructure continues to grow, with new hotels, restaurants, and events drawing increasing numbers of visitors each year.

The decision to withdraw from the Trump hotel project may have been a setback for those hoping for a high-profile development to propel Belgrade into the international spotlight. However, the city’s tourism potential remains strong, and local authorities are likely to turn their attention to other, less controversial ways to build on Belgrade’s tourism success.