In a landmark achievement, Dubai Duty Free has wrapped up 2025 with its highest annual sales ever, hitting AED 8.68 billion (around $2.38 billion) — a nearly 10% increase over the previous year.

December Marks a High Point

The final month of the year was particularly strong. December 2025 alone brought in AED 922.77 million ($252.81 million) — the highest monthly sales in the company’s 42-year history. That performance was helped by a one-day 25% discount event on December 20 to celebrate the company’s anniversary, which generated an additional AED 69.1 million ($19 million) in just 24 hours.

CEO Credits Team, Strategy, and Partnerships

Commenting on the record numbers, Ramesh Cidambi, CEO of Dubai Duty Free, highlighted the important role played by His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman of Dubai Duty Free, whose continued guidance and support were key to the company’s achievements in 2025, adding that the year was remarkable thanks to His Highness’s leadership, as well as the team’s ability to adapt to changing trends, deliver a shopping experience travelers truly value, and build on the dedication of employees, customer loyalty, and strong global brand partnerships.

Sales Grew Faster Than Passenger Numbers

One standout insight from the year is that retail growth outpaced the increase in traveler traffic by about 5%. That means Dubai Duty Free was not just selling to more people, but also selling more per person — a sign that its strategies around product mix, marketing, and store layout are paying off.

What Shoppers Bought Most in 2025

Dubai Duty Free’s top-performing product categories for the year included a mix of high-end and high-volume items:

• Perfumes: AED 1.6 billion ($438.7 million), accounting for 18.45% of sales
• Gold: AED 896.5 million ($245.6 million), 10.33%
• Tobacco products: AED 883.6 million ($242.1 million), 10.18%
• Confectionery: AED 845.5 million ($231.6 million), 9.74%

One standout in the confectionery category was the Dubai Chocolate range, which sold over 719 tons across 13 brands — including exclusives like the Patchi Pistachio Kunafa Bar and Habibe Chocolate, made just for Dubai Duty Free.

Online Sales and Transactions

Digital retail also held its ground. Online sales hit AED 230 million ($63 million), making up 2.65% of total revenue. Across all channels, Dubai Duty Free recorded over 21 million transactions in 2025 — that’s an average of more than 58,000 sales per day, and over 56 million individual items sold through the year.

Where the Sales Happened

• Departure terminals continued to dominate, generating AED 7.86 billion ($2.15 billion) — about 90% of total revenue
• Arrivals areas contributed AED 550.86 million ($150.92 million), or just over 6%

Expanding Retail Spaces and Experiences

In 2025, Dubai Duty Free continued to invest in its retail environment. New openings and store redesigns focused on enhancing the passenger experience and showcasing global brands in fresh, modern spaces.

Key developments included:

• Complete makeovers of arrivals shops across all terminals
• The opening of Les Caves de Champagne in Terminal 3
• New luxury boutiques in Terminal A for brands like Louis Vuitton, Chanel, and Cartier

In addition to these expansions, the retailer introduced a variety of exclusive products, travel retail editions, and seasonal promotions, all of which helped attract new customers and increase repeat business. Notably, exclusive items made up about 12% of total sales in some major categories.

A Consistent Climb Throughout the Year

Dubai Duty Free posted record monthly sales in 10 of 12 months during 2025 — with only March and June falling slightly behind. This level of consistency underlines the effectiveness of the company’s operational model and its responsiveness to traveler needs across both Dubai International Airport and Al Maktoum International.

Looking Ahead

As Dubai Duty Free steps into 2026, it does so with strong momentum and renewed focus. The combination of smart retail strategies, premium offerings, and a thriving tourism sector positions the brand to continue leading the global travel retail market.