Dubai Duty Free’s annual sales will reach 8.680 billion dirhams in 2025

Dubai Duty Free announced that its annual sales recorded record numbers for the first time in its history, achieving 8.680 billion dirhams (2.378 billion US dollars) in 2025, an increase rate of 9.85% compared to 2024, thus recording one of the most successful years in the history of the duty free.
These positive results came after ten months of record sales, which crowned the month of December with an exceptional performance after recording 922.77 million dirhams (252.81 million US dollars), which is the highest level of monthly sales over the 42 years of the market’s history in the travel retail sector, and an increase of 12.27% compared to December 2024. December sales were strengthened with the market launching a 25% discount offer on the twentieth of December on the occasion of the market’s 42nd anniversary celebrations. For establishment, which resulted in a huge jump in sales amounting to 69.097 million dirhams (19 million US dollars) within 24 hours.
Commenting on this distinguished performance, Ramesh Kidambi, CEO of Dubai Duty Free, said: “The exceptional financial performance we achieved in 2025 was the culmination of the high-end shopping services provided by the duty free and the work team’s efforts, flexibility and high commitment despite the challenges, in addition to the great support from our suppliers and brand partners. This fruitful cooperation contributed to enhancing customer interaction and raising spending levels, which allowed us to achieve sales amounting to 8.680 billion dirhams ($2.378 billion). American), with record numbers recorded in ten out of twelve months of the year.”
Kidambi extended his sincere thanks and appreciation to His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman of the Board of Directors of Dubai Duty Free, for his consistent and continuous support over the past four decades, and for his guidance during this pivotal year, which constituted a historic milestone in the journey of Dubai Duty Free.
The growth rate of duty-free sales was higher than the growth of passenger traffic, estimated at about 5% according to preliminary indicators, pending the official announcement of the final numbers of passengers for the year 2025 by Dubai Airports later this month. This is a clear indication of the success of the market strategy used to increase the penetration rate (expand the buyer base), improve conversion rates (increase the percentage of visitors who actually buy after entering the store), and raise the total value of a single transaction.
The market’s remarkable sales results in the 2025 season were supported by strong and stable performance across its four main product categories, as perfumes, gold, tobacco and sweets maintained their lead among the list of products that contribute most to sales, confirming the attractiveness of the product assortment and its ability to meet the aspirations of travelers and drive sustainable growth. Perfumes maintained their top spot on the list of best-selling goods in the market for the year 2025, recording 1.601 billion dirhams ($438,668 million), and contributing 18.45% of total sales, followed by sales of gold jewelry, which achieved 896,456 million dirhams ($245,604 million), and constituted 10.33% of total revenues, while tobacco products ranked third. With total sales amounting to 883.595 million dirhams ($242.081 million), and contributed 10.18% of total revenues.
Fourth place went to candy and sweets, with total sales of 845,486 million dirhams (231,640 million US dollars), contributing 9.74% of the total annual sales, driven by the exceptional performance of “Dubai Chocolate” sales, which amounted to 719 tons from 13 brands, including two exclusive products for Dubai Duty Free: Patchi Pistachio Kunafa Bar. And Habibe Chocolate.
As for Dubai Duty Free’s online sales, they recorded 230,061 million dirhams ($63,030 million), and contributed 2.65% of total sales. The number of sales transactions recorded by the Dubai Market reached more than 21 million transactions, at a rate of 58,212 transactions per day, during which more than 56,796 million commodity units were sold.
Duty-free sales in the “Departures” halls amounted to 7.864 billion dirhams ($2.155 billion), equivalent to 90.60% of the total annual sales, while the total sales in the “Arrivals” halls reached 550.859 million dirhams ($150.920 million), equivalent to 6.35% of the total annual sales.
The month of December witnessed a growth in sales volume in the main demand-generating markets, with Russia achieving the highest growth rate of 25.7%, followed by Europe (including the United Kingdom) 19.2%, then Africa 17.1%, the Middle East region 11.8%, the Far East 8.6%, the Americas 8.2%, and the Indian subcontinent 5.1%. In terms of sales growth in the main airport lounges during December, it topped Terminal (A) is the best performing list with an increase of 25.6%, followed by Terminal (B) with 22.3%, and Terminal No. (2) with an increase of 20.5%.
Over the course of the year, Europe topped the list of major regions in terms of performance, recording a growth of 18.3%, followed by Africa with an increase of 14%, then the Americas with 11.6%, the Middle East with 11.3%, and Russia with 9.9%, while the Far East and the Indian subcontinent each recorded growth of about 5%.
The year also witnessed the opening of a group of new stores offering distinctive experiences for famous brands, in a move that reflects the Duty Free’s keenness to continuously expand and constantly improve the shopping experience, by adding modern sales spaces that embrace distinctive brands and offer innovative concepts that meet the aspirations of travelers and enhance the attractiveness of the market’s stores, including the redesign of stores in the “Arrivals” halls at Dubai International Airport in its three terminals, the opening of the “Les Caves de Champagne” store in Terminal 3, and the opening of luxury stores in Terminal A that include brands. Luxury items such as Louis Vuitton, Chanel and Cartier, and the “Royal Salute Whiskey” boutique. The launch of exclusive products, including collections dedicated to the travel sector and limited editions, in addition to a group of unique offers and distinctive promotional campaigns, contributed to enhancing customer interaction and increasing their loyalty. Market estimates indicate that exclusive products, of various types approved in the retail sector, contributed about 12% of total sales in the main commodity categories.
Dubai Duty Free has achieved steady progress throughout 2025, with ten record months in sales (excluding March and June), reflecting continued consumer demand momentum, the effectiveness of product display and marketing strategies, and operational excellence at Dubai and Al Maktoum International Airports. These achievements confirm Dubai Duty Free’s leadership and continuous innovation in the travel retail sector.