Image: Dubai Media Office
Dubai Duty Free recorded its strongest annual performance in 2025, posting sales of Dhs8.680 bn, a 9.85 per cent increase over 2024 and the most successful year in its 42-year history.
The year was driven by ten record-breaking months, capped by December when sales reached Dhs922.77m, the highest monthly figure ever recorded, up 12.27 per cent on December 2024.
December’s performance was boosted by the retailer’s 42nd anniversary 25 per cent discount on December 20, which generated Dhs69.097m in a single day.
Sales growth exceeded passenger traffic by an estimated 5 per cent, underlining the effectiveness of strategies to increase customer penetration and transaction value, with final passenger numbers for 2025 expected later this month.
Top-selling categories reported by Dubai Duty Free
Perfumes remained the top-selling category with Dhs1.601 bn in sales, representing 18.45 per cent of the total.
Beverages followed with Dhs1.061 bn (12.22 per cent), gold with Dhs896.456 m (10.33 per cent), tobacco with Dhs883.595 m (10.18 per cent) and confectionery with Dhs845.486 m (9.74 per cent).
Dubai chocolate drove confectionery sales, with 719 tonnes sold across 13 brands, including exclusive products.
Online sales reached Dhs230.061m, or 2.65 per cent of total sales.
The operation recorded over 21 million transactions during the year, averaging around 58,212 sales per day, with 56.796 million units of merchandise sold.
By channel, departures sales totalled Dhs7.864bn (90.60 per cent of total) and arrivals sales Dhs550.859m (6.35 per cent).
Regionally, December saw growth across all major markets, led by Russia, Europe and Africa.
For the full year, Europe was the fastest-growing region, followed by Africa, the Americas and the Middle East.
Retail expansion and customer engagement
Dubai Duty Free also expanded its retail footprint with new boutiques and refreshed concept stores, including luxury brand openings and travel retail exclusives, and estimated that exclusive products contributed about 12 per cent of total sales.
Ten months of the year set monthly records, underscoring strong consumer demand and operational performance at Dubai International and Al Maktoum International airports.
