A Trump Tower in Tel Aviv? Inside the Hotel Deal Stirring Interest, and Risk
The Trump Organization is exploring a deal to brand a 47-storey luxury hotel in Tel Aviv’s Sarona district, despite challenges from regional conflicts and zoning restrictions. The project, which could mark the Trump name’s debut in Israel, faces uncertainties amid recent Iranian missile strikes and a complex geopolitical landscape.
Tel Aviv’s skyline may soon feature a Trump-branded luxury hotel, as the Trump Organization explores a significant venture in Israel’s bustling commercial hub. Eric Trump, executive vice president of the Trump Organization, engaged in preliminary discussions this spring with the Nitsba Group to manage a 47-storey hotel under construction in the Sarona district. The Sarona Hotel, poised to become Israel’s largest with 800 rooms and suites, will boast three restaurants, a spa, indoor and outdoor pools, a ballroom, and a VIP level with a private lobby, lounge, and presidential suite. However, the project’s timing coincided with heightened regional conflict, as Iranian missiles struck Tel Aviv, including the Sarona neighborhood, in June 2025, following Israel’s airstrikes on Iran nuclear facilities.
Eric Trump downplayed the talks, stating, “Israel has always been a market we would love to explore, but we have no plans at this time and any discussions have been strictly preliminary.” Yet, insiders reveal a more ambitious vision. In a virtual meeting with Israeli real estate executives, Eric described the building as having “the feel of a Trump property” and proposed adding high-value residential floors, which would require altering zoning rules due to the site’s proximity to Ben Gurion Airport’s flight path. He reportedly expressed intent to finalize at least one deal in Israel by year’s end. Haim Tsuff, chairman of Nitsba Group, suggested that branding the tower with the Trump name could bolster their case for zoning exemptions to add 12 storeys.
This marks the Trump Organization’s latest attempt to enter Israel’s market after previous setbacks. A Tel Aviv tower project was abandoned post-2016 election, with Eric noting, “You can’t build the tallest building in Tel Aviv and try to negotiate peace in the Middle East.” A Jerusalem hotel deal with Nitsba Group also collapsed after the October 7, 2023, Hamas attack. Recently, the Trump Organization partnered with DarGlobal to develop an 80-storey luxury skyscraper in Dubai, signaling a broader Middle East expansion. The Sarona project, designed by MYS Architects, faces risks as a potential target amid ongoing Israel-Iran tensions, with missile strikes highlighting the region’s volatility.