Dubai Duty Free has reported annual sales of AE8.680 billion ($2.378 billion) for 2025, marking a 9.85 per cent increase over 2024 and the highest in the retailer’s 42-year history.
The operation achieved record sales in ten months throughout the year, with December reaching AED922.77 million ($252.81 million), a 12.27 per cent increase over December 2024 and the highest monthly figure in the company’s history.
The December performance included a single-day sales figure of AED69.097 million ($19 million) on December 20, when Dubai Duty Free offered a 25 per cent discount as part of its 42nd anniversary celebrations.
Dubai Duty Free achieves highest annual sales in 42-year history
“Our 2025 performance is due to the focus, resilience and dedication of the team under difficult conditions combined with great support from our suppliers and brand partners. They have worked together to increase customer engagement and spend and helped deliver AED8.680 billion ($2.378 billion) in sales while breaking records in ten out of twelve months this year,” Ramesh Cidambi, Managing Director of Dubai Duty Free said in a statement.
“In what has been a truly historic year for Dubai Duty Free, I would like to extend my since thanks to our Chairman H.H. Sheikh Ahmed bin Saeed Al Maktoum, for his unwavering support over the past four decades, and in particular for his guidance and encouragement throughout this landmark year,” he added.
Sales growth exceeded passenger traffic by an estimated 5 per cent, with final passenger numbers for 2025 to be released by Dubai Airport later this month.
Perfumes generated AED1.601 billion ($438.668 million), accounting for 18.45 per cent of total sales. Liquor recorded sales of AED1.061 billion ($290.605 million), representing 12.22 per cent of total annual sales.
Gold contributed AED896.456 million ($245.604 million) and 10.33 per cent of total revenue. Tobacco sales reached AED883.595 million ($242.081 million), accounting for 10.18 per cent of total revenue.
Dubai Chocolate drives Dubai Duty Free confectionery sales in 2025
Confectionery ranked fifth with sales of AED845.486 million ($231.640 million), representing 9.74 per cent of total annual sales. The category benefited from sales of 719 tons of ‘Dubai chocolate’ across 13 brands, including two Dubai Duty Free exclusives: Patchi Pistachio Kunafa Bar and Habibe Chocolate.
Online sales reached AED230.061 million ($63.030 million), accounting for 2.65 per cent of total sales.
The operation recorded over 21 million sales transactions during the year, averaging 58,212 transactions per day, with a total of 56.796 million units of merchandise sold.
Departures sales totalled AED7.864 billion ($2.155 billion), accounting for 90.60 per cent of annual sales, while Arrivals sales reached AED550.859 million ($150.920 million), representing 6.35 per cent of total annual sales.
In December, Russia recorded the highest sales increase at 25.7 per cent, followed by Europe (including the UK) at 19.2 per cent, Africa at 17.1 per cent, the Middle East at 11.8 per cent, the Far East at 8.6 per cent, the Americas at 8.2 per cent and the Indian sub-continent at 5.1 per cent.
Concourse A was the top performer in December with a 25.6 per cent sales increase, followed by Concourse C at 22.3 per cent and Terminal 2 at 20.5 per cent.
Europe top market as Dubai Duty Free reports record 2025 performance
For the full year, Europe recorded growth of 18.3 per cent, followed by Africa at 14 per cent, the Americas at 11.6 per cent, the Middle East at 11.3 per cent, Russia at 9.9 per cent, and both the Far East and the Indian sub-continent at around 5 per cent.
The year saw the opening of new boutiques and concept stores, including redesigned Arrival shops across three terminals. New openings included Les Caves de Champagne in Terminal 3, luxury boutiques in Concourse A such as Louis Vuitton and Cartier, and the Royal Salute Whisky boutique, also in Concourse A.
Dubai Duty Free estimates that exclusive products contributed approximately 12 per cent of total sales in the major categories. These included travel retail only and limited-edition collections.
The retailer achieved record sales in January, February, April, May, July, August, September, October, November and December, operating across Dubai International Airport and Al Maktoum International Airport.
