Plans to build a Trump-branded luxury complex on the site of Belgrade’s bombed-out former Ministry of Defence have sparked widespread outrage in Serbia. Critics see the project as a symbol of political corruption and foreign influence taking precedence over national heritage.
NATO airstrikes damaged the building during the 1999 campaign to stop the Kosovo conflict. Today, its ruined structure still stands in central Belgrade as a stark reminder of Western military action. For many Serbians, the site holds historical and emotional significance, representing a painful chapter in the country’s past.
In late 2023, Affinity Global, a company founded by Jared Kushner, Donald Trump’s son-in-law, announced plans to transform the building into a £370 million luxury hotel and apartment complex. CGI images from promotional materials show gleaming towers rising into the skyline, with the Trump name on full display and an American flag flying above the entrance.
Conservation student Nikolina Djordjević, 22, finds the idea difficult to accept. “Handing it over like a gift… it feels like a Greek tragedy,” she said, standing near the building.
Protests erupt over corruption and government accountability
Public anger over the Trump Tower project has merged with a broader wave of protests that began last November. Demonstrators first took to the streets after a newly renovated roof collapsed at Novi Sad’s train station, killing 16 people. Protesters blamed poor oversight and government corruption for the disaster.
Since then, students, teachers, civil servants, and farmers have joined forces to demand accountability. In March, more than 300,000 people marched through Belgrade in what observers called the country’s largest demonstration to date. Protesters set up barricades across the capital, including outside the bombed ministry building. Slogans such as “Pumpaj!” (“pump it”) and “Corruption Kills” have become rallying cries, often scrawled next to red handprints.
Despite mounting pressure, President Aleksandar Vučić has resisted calls to resign. A long-time nationalist, Vučić previously held senior roles under Slobodan Milošević’s regime. He dismissed the protests as the work of foreign intelligence services and denied any link between corruption and the Novi Sad tragedy.
Backlash grows over foreign development deals
The Trump Tower plan has added to growing frustration over Vučić’s international partnerships. Trump Jr. has visited Serbia multiple times this year, even interviewing Vučić for his podcast. In response to criticism, Vučić told the BBC in June, “We need to overcome the burden from 1999. Building better relations with the US is terribly important for this country.”
Opposition leaders and civil society groups disagree. Zdravko Ponoš, leader of the Serbian Centre and a former general, said no opposition party supports the plan. “This isn’t about resisting change. It’s about misuse of public property,” he said. Ponoš suggested restoring the building for public use rather than turning it into a luxury hotel.
Sneska Quaedvlieg-Mihailović, secretary-general of Europa Nostra, called the plan “entirely inappropriate.” She drew comparisons with the controversial Belgrade Waterfront project, a vast Emirati-backed development criticised for serving private interests. “There are better uses for this site that respect its past,” she said. “We should revitalise and repurpose it, not destroy it.”
Legal issues cast doubt on the project
For years, the former Ministry of Defence building held protected heritage status. Authorities abruptly revoked that status last year, allowing the site to be handed to Affinity Global. In May, police arrested Goran Vasić, head of the Republic Institute for the Protection of Cultural Monuments, for allegedly forging the documents that enabled the change.
Vučić denies any wrongdoing and insists the project is moving forward. The Trump Tower Belgrade website claims apartment pre-sales will begin this summer. However, delays seem likely given the public backlash and legal complications. “If they’re smart, they’ll back out,” said Ponoš. “It’s too unpopular. Too sensitive.”
Yet, Vučić’s grip on power remains strong. Last weekend, another 140,000 people protested in Belgrade, the largest single gathering since March. As frustration grows, the country may be heading toward a more turbulent political phase.
