Three months after unveiling the project, the Trump Organization withdrew its brand from a 91-storey hotel and apartment tower planned for Surfers Paradise on Australia’s Gold Coast.
Altus Property Group’s failure to meet its obligations triggered the decision, ending what had been pitched as the Trump brand’s first hotel venture in Australia.
The project itself was not described as canceled, but it will no longer carry the Trump name, stripping the development of its marquee branding.
The reversal underscores the fragility of brand-licensing deals in overseas property markets, where local partners’ performance can determine whether high-profile projects proceed as announced.
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