Thousands of citizens gathered in Belgrade on March 24, 2025, to protest against a controversial real estate project led by Jared Kushner, son-in-law of former US President Donald Trump. The demonstrations coincided with the 26th anniversary of the 1999 NATO bombing campaign and manifest widespread dissatisfaction with the government of President Aleksandar Vucic.

Protesters are particularly angered by plans to transform a former military headquarters, tragically bombed during NATO's air campaign, into an upscale compound featuring a Trump-branded hotel, luxury apartments, and shopping facilities. The Serbian authorities have leased the site to Kushner’s company, Affinity Partners, in a deal that includes a 99-year land lease for prime property in the heart of Belgrade. As reported by Al Jazeera, many see this as a commodification of a site that should remain a cultural monument, a damaged symbol of past aggression.

The protest, organized largely by students from the University of Belgrade, has been part of ongoing anti-government demonstrations that have gained momentum since a tragic roof collapse at a Novi Sad train station killed 16 people. This incident triggered accusations of government negligence and corruption in Serbia, fueling public outcry against Vucic's administration, accused of undermining democracy and engaging in corrupt practices. As highlighted in Reuters, citizens called for the site to be recognized as a protected cultural monument rather than a lucrative real estate opportunity.

The historical resentment against NATO actions remains palpable, with the bombing campaign commonly perceived as a painful chapter in Serbia’s history. Protester Ognjen Pjevac, aged 20, stated, “This building should remain as it is, serving as a testament to NATO aggression.” Speakers at the event demanded that none of the proposed development proceeds and emphasized the need for government accountability. A protester named Predrag Janjic asserted, “The buildings should have remained as a protected cultural monument” as sentiments resonate with the collective memory of the events from 1999.

PROTESTERS VIEW this proposed luxury compound not just as another construction project, but as a further violation of their historical narrative, as Belgrade strives to balance its relations with both the European Union and Russia. Although the government claims the development will usher in progress, critics remain adamant that it is merely a facade for continued corruption and mismanagement within Serbia, as noted by India Times.