Dubai Duty Free has recorded the strongest year in its history, with annual sales reaching AED8.68 billion ($2.38 billion) in 2025, driven by record-breaking monthly performances and strong demand from international travellers.
The figure represents a 9.85 per cent increase on 2024, making 2025 the most successful year in the retailer’s 42-year history.
December capped off the year in dramatic fashion, with sales hitting AED922.8 million, the highest monthly total ever recorded by the airport retailer. The surge was partly fuelled by Dubai Duty Free’s 42nd anniversary, which included a one-day 25 per cent discount promotion that generated Dh69m in sales in just 24 hours.
Managing director Ramesh Cidambi said the results reflected the “focus, resilience and dedication” of staff, alongside strong support from suppliers and brand partners.
“We broke records in ten out of twelve months this year, despite challenging conditions,” he said, adding that sales growth outpaced passenger traffic by an estimated five per cent.
Perfumes, liquor and gold lead spending
Perfumes remained Dubai Duty Free’s biggest seller, generating Dh1.6 billion, followed by liquor at Dh1.06 billion. Gold, tobacco and confectionery completed the top five categories.
Chocolate proved particularly popular, with so-called “Dubai chocolate” accounting for 719 tonnes of sales across 13 brands, including two Duty Free exclusives.
Online sales also continued to grow, reaching Dh230 million, while the retailer processed more than 21 million transactions over the year, an average of over 58,000 purchases a day.
Europe and Russia drive passenger growth
Departing passengers accounted for more than 90 per cent of total sales, with Europe emerging as the strongest-performing region over the year, followed by Africa and the Americas.
In December alone, passenger numbers rose sharply across all major regions, with Russia and Europe recording the fastest growth.
New stores and exclusive launches
The year also saw the opening of new luxury boutiques and redesigned arrivals shops across Dubai International Airport, including new stores for Louis Vuitton, Cartier, and specialist champagne and whisky concepts.
Dubai Duty Free said exclusive and limited-edition products now account for around 12 per cent of sales in major categories.
With 10 record-breaking months in 2025, the retailer said the results underline Dubai’s continued strength as a global travel and retail hub, and its own position as a leader in the duty-free sector.
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