Loop Beyond Borders 2025

Off to new adventures! This year, Loop Beyond Borders touched down in Baku, the capital of Azerbaijan. From September 7–11, luxury travel advisors from across the CEE and CIS markets gathered to connect with suppliers from Europe, Asia, the UAE, and the Indian Ocean. And once again, the bold format proved its point: at Loop, borders don’t matter – people do. The energy was all about networking at full speed, forging partnerships, and sparking new ideas. Check out the highlights of Loop Beyond Borders in Baku!

by LuxuryWise Senior Editor Cathrin Lührs

Loop Beyond Borders 2025

Off to new adventures! This year, Loop Beyond Borders touched down in Baku, the capital of Azerbaijan. From September 7–11, luxury travel advisors from across the CEE and CIS markets gathered to connect with suppliers from Europe, Asia, the UAE, and the Indian Ocean. And once again, the bold format proved its point: at Loop, borders don’t matter – people do. The energy was all about networking at full speed, forging partnerships, and sparking new ideas. Check out the highlights of Loop Beyond Borders in Baku!

by LuxuryWise Senior Editor Cathrin Lührs

Countries...

…were represented by the buyers at Loop Beyond Borders 2025 – three more than last year. For the first time, the mix also included buyers from Moldova, Kazakhstan, and Uzbekistan.

Buyers...

...attended the show, with 39 percent making their debut at Loop. Altogether, 51 buyers came from the CEE region, while another 39 proudly represented the CIS countries in Azerbaijans capital Baku.

Supplier...

...traveled to Baku to showcase their products to the buyers. They represented 21 countries, spanning mainly across Europe, the Indian Ocean, and Asia. Egypt and South Africa were also in the mix.

Memorable Moments

Opening Overtures

Right on time for the golden hour, Top Lobster Astrid Oberhummer welcomed guests to Loop Beyond Borders. The setting at the JW Marriott Baku was classic Loop style: a cool venue overlooking the already-built Formula 1 racetrack, paired with tasty drinks and upbeat tunes—the perfect recipe for a buzzing first night of networking.

Destination Insights

Anyone with a knack for Azerbaijani culture, step right up! Since this Caspian Sea gem was a brand-new destination for most Loop participants, cultural insights were more than welcome. An entire afternoon was dedicated to diving in – discovering traditions, sampling local flavors, and yes, even a round of "Nərd" was part of the experience.

Palace Privilege

What an honor! The Loopers had the Shirvanshah Palace – a UNESCO World Heritage site – all to themselves for an entire afternoon. Guests could wander the halls on their own, soaking up the architecture, or join a guided tour. And to top it all off, live Azerbaijani music filled the ancient walls. If that doesn’t give you goosebumps, nothing will!

Dinner Dancing

The evening picked up the pace at the authentic Azerbaijani Şirvanşah Museum Restaurant. Spread across several floors, it transported guests into the charm of a traditional household from days gone by. With the scent of local food in the air and lively dance and music performances, the night offered a vivid, authentic taste of Baku. No question that Loopers clapped along!

Glamourous Gala

All in white and ready to shine – because Top Lobster Astrid Oberhummer had called for the White Glam Night. At the open-air Cidir Concept Restaurant, the cameras hardly stopped clicking. The pink Loop sign quickly turned into the must-have photo backdrop, while live music and DJ beats kept the Loopers dancing straight through – until it was time to catch the last bus.

Goosebump Girl

Loop is always full of surprises – and this time, participants had the chance to show off their singing skills at karaoke for the very first time. Once Lobster Johann Petrow bravely broke the ice, more and more Loopers were eager to take the stage. The goosebump moment of the night came from Anete Kevisa of Latvia, with her soulful rendition of "At Last" by Etta James.

Memorable Meetings from Loop Beyond Borders 2025

Jala Shikhaliyeva · Chenot Palace Gabala

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Kim Groneberg · Shangri-La

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Vu Minh Anh · Terraverde Travel

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Astrid Oberhummer · Loop Founder

Is Loop Beyond Borders a success story?

"For me, one of the absolute highlights was how seamlessly this show flowed. There was a real sense of harmony among buyers and suppliers from so many different countries – they enjoyed themselves, connected easily, and you could feel the warmth in every interaction. Personally, I was thrilled to see booking requests already coming through while the show was still in full swing.

With Loop Beyond Borders, we create flow from beginning to end. Think of us as a kind of tuning fork for the industry: if people are out of tune, Loop brings them back in sync. From the start, the idea was to bring as many nations from the CEE and CIS regions into one room as possible. We don’t think in terms of borders – we see the people, and we give everyone significance. That, to me, is truly meaningful. And the concept is working: everyone feels comfortable, and many buyers – especially those from Ukraine – have told me how grateful they are for this opportunity.

In return, we’re equally grateful that so many were willing to join us in Azerbaijan. Few had been here before, yet their loyalty runs deep – they follow us almost anywhere. The city itself surprised and impressed many, and the curiosity about Azerbaijani culture was huge.

Next year, we’ll be heading to Baden-Baden, Germany – a city rich with ancient Russian influence waiting to be explored. Loop Beyond Borders will also grow a little bigger: we’re planning for about 20 percent more buyers and suppliers, aiming for around 100 on each side. And for 2026, my biggest wish is simple: that the show will be every bit as 'in flow' as it was in Baku."

Loop Beyond Borders in a Nutshell

What we loved:

  • Tourism Without Borders! The idea behind Loop Beyond Borders is giving the industry exactly what it needs.
  • The chance to discover lesser-known destinations – and be pleasantly surprised along the way.
  • A look beyond the usual: Loop delivers business at its best – plus a deep dive into the host country’s culture.

Not so much:

  • Language barriers – English isn’t exactly widespread in everyday life in Azerbaijan.
  • The afternoon at Shirvanshah Palace was beautifully prepared – though sadly, many missed out on what there was to discover due to a lack of information.

  • Local dinners? Yes, please! But having nearly the same menu two nights in a row left guests wishing for a bit more variety.

Loopers' Opinions

Buyer

Valentin Ivanov · CG21/The Art of Travel

"Loop is a perfect show especially for young luxury travel advisors. Not only can they learn a lot about hotels and other products, but they also pick up valuable skills in how to communicate with partners. The setting feels cozy and private. From an owner’s perspective, I would love to see less mass market and more truly unique products. Having the option to pre-select meeting partners would also be a great addition. Overall though, Loop is a fantastic show, and Baku was a brilliant host city. I really appreciate that Loop chooses such under-the-radar destinations for its trade shows."

Supplier Paola Volpini · The Ritz-Carlton Maldives, Fari Islands "My very first Loop was many years ago in Hamburg, and it has always been a fantastic show. Loop Beyond Borders really surprised me in the best way. It’s amazing how many buyers from different countries you can meet in just three days – something I could never cover with regular sales calls. I also wanted to join because arrivals from the CEE and CIS markets are growing at the hotels I represent, and I’m keen to put even more focus on these regions. And here, it’s easy – you meet the best of the best. And one more thing: Baku truly surprised me – in a very positive way!"

Buyer

Petar Stoyanov · Luxutour Destinations

"I look at Loop both from the perspective of an agent and as Chairman of the Association of Travel Agents and Tour Operators in Bulgaria. And I have to say – it’s always worth attending and catching up on the latest updates. What I truly enjoy is that everyone makes an effort to share and implement great ideas, even in short conversations. The knowledge I gain here gives me the confidence to advise my clients with real expertise and new insights. And on top of that, I really value that the schedule never feels too tight, leaving room for genuine connections."

Supplier

Iva Acrabova · Hummingbird Travel

"We’ve been part of the Loop shows since the very beginning. For me, it’s important to keep supporting Astrid and her team – but at the same time, the show is a huge benefit for us as well. The CEE and CIS markets each operate so differently, and Loop is the perfect place to meet the right buyers from both sides. I was especially eager to join this edition, as visiting Baku had long been on my list. I also really value the fact that the Lobster team not only organizes the show itself, but also curates excursions in each unique host destination. The afternoon at Shirvanshah Palace was fantastic."

Buyer

Evgenii Shishigin · Promo Travel

"The organization of Loop is, as always, top-notch. I love the vibe of the event and was able to make some fantastic new contacts – including an exciting DMC that was new to me. Everything at Loop runs right on time, and the evening programs are always a highlight. Having Baku as the host city made attending even easier for many participants, thanks to so many direct flights from different countries. I also booked a post-tour into the mountains, which I’m really looking forward to – it could be especially interesting for my MICE agency."

Supplier

Tamuna Chkheidze · Paragraph Freedom Square

"I’m truly delighted by the strong interest buyers showed in our hotel – I had many great meetings. People are curious about Georgia. I also appreciate the way Loop is organized, especially the fact that buyers are carefully selected. Part of the reason I signed up was to experience Loop Beyond Borders for myself, and I’m glad I did. I love how much attention the Loop team gives to details like décor and little touches – it makes the whole show feel very personal. The afternoon in Old Town was another real highlight. All in all, I can absolutely see myself coming back again."

Registration is open now for Loop Beyond Borders in Baden-Baden from October 4-8, 2025. It will be hosted at Steigenberger Icon Europäischer Hof Baden-Baden & Maison Messmer Baden-Baden.

Check out the Loop Beyond Borders photo gallery!