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The Full Year 2025 Global Shopping Monitor from Duty Free World Council points to a travel retail sector buoyed by strong passenger growth and evolving shopper behaviour, with rising impulse purchases and increasing demand for travel retail exclusives shaping the industry landscape.

The report, produced in partnership with Swiss research agency m1nd-set, draws on data from more than 24,500 international travellers collected through m1nd-set’s Business 1ntelligence Service (B1S) tracking survey, which marks its tenth anniversary in 2026. The annual monitor complements quarterly reports and provides stakeholders with a comprehensive overview of global travel patterns and shopper trends.

Passenger traffic continued to rebound in 2025, with international departures rising 7% year-on-year to reach 2.28 billion travellers worldwide. Growth was strongest in Asia Pacific, which reached 111% of the previous year’s volume, while the Middle East and Africa recorded an 8% increase. Europe and South America both posted 5% growth, while North America saw a more modest rise of 3%.

Commenting on the results, DFWC President Sarah Branquinho said: “The Full Year 2025 results are a testament to our industry’s resilience. With global passenger numbers well over 2.2 billion, and a significant 11% growth in the Asia Pacific region, it is clear that the appetite for international travel is stronger than ever.”

Among individual airports, Dubai International Airport remained the busiest globally for international departures with 50.5 million passengers, followed by Heathrow Airport with 49.6 million and Singapore Changi Airport with 41.8 million. Incheon International Airport and Amsterdam Airport Schiphol completed the top five.

Dubai, London Heathrow and Singapore were the top three busiest airports.

In terms of nationality, travellers from the United States accounted for the highest number of international departures at more than 221 million, followed by the UK with 177.4 million and Germany with 131 million. France and India rounded out the top five.

The report also highlights the key drivers behind duty free purchasing decisions. ‘Good value for money’ remained the primary appeal factor for 27% of shoppers, rising from 25% in 2024. Convenience and the desire for a self-treat also increased, reaching 21% and 18% respectively.

‘Good value for money’ remained the primary appeal factor for 27% of shoppers.

However, price perception continues to represent a challenge for the sector. Sixteen percent of travellers cited higher prices compared with home markets as a barrier to purchase, while a similar proportion pointed to a lack of motivating discounts. Competition from other channels also intensified, with the share of travellers choosing to buy elsewhere rising from 10% in 2024 to 14% in 2025.

Self-consumption remained the dominant purchase purpose, accounting for 55% of transactions, while gifting declined slightly to 23%.

Price perception continues to represent a challenge for the sector.

Two of the most notable behavioural shifts highlighted in the report are the rise in impulse shopping and growing demand for exclusivity. Impulse purchases increased to 31% of all duty free transactions in 2025, up from 28% the previous year, while both planned and undecided purchases declined.

At the same time, the search for unique products intensified, with 64% of travellers actively seeking travel retail exclusives or unique items in 2025, compared with 57% the year before.

There has been a rise in impulse shopping and growing demand for exclusivity.

Dr Peter Mohn, CEO and owner of m1nd-set, said: “Our latest monitor highlights a significant shift toward more spontaneous behaviour, with impulse purchases now accounting for nearly a third of all duty free purchases. We are seeing a marked hunger for the unique, with nearly two thirds of shoppers specifically seeking exclusives. This emphasises that retailers must not only provide value but also a sense of discovery that cannot be found on the high street.”

While engagement with pre-store communications touchpoints remained broadly stable at 32%, the role of digital influence continues to evolve. General internet searches remain the most common source of information, while the influence of social media rose to 13%.

At the same time, the human element remains critical to conversion in duty free. Interaction between travellers and sales staff increased to 53% in 2025, up from 49% the previous year, with 74% of those interactions positively influencing a purchase decision.

Branquinho emphasised the importance of this finding: “The human element remains an important catalyst for conversion. It is crucial to recognise the influence of these interactions and the role a well-trained and highly skilled sales force can play in turning browsers into buyers.”

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