Managing Director of Dubai Duty Free Ramesh Cidambi.

Dubai Duty Free has closed 2025 with its strongest performance on record, reporting annual sales of Dhs8.680 billion (US$2.378 billion), up 9.85% year on year and marking the most successful year in the retailer’s 42-year history.

The milestone result was underpinned by ten record-breaking months, with December providing a particularly strong finish. Monthly sales reached Dhs922.77 million (US$252.81 million), the highest December total ever recorded by the operation and a 12.27% increase on December 2024. Performance in the final month was boosted by Dubai Duty Free’s 42nd anniversary celebrations, including a one-day 25% discount on 20 December that generated Dhs69.097 million (US$19 million) in sales within 24 hours.

Managing Director Ramesh Cidambi said: “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 Dhs8.680 billion (US$2.378 billion) in sales while breaking records in ten out of twelve months this year.”

He added: “In what has been a truly historic year for Dubai Duty Free, I would like to extend my sincere 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.”

Dubai Duty Free reported that sales growth exceeded passenger traffic by an estimated five percentage points, highlighting the effectiveness of strategies focused on penetration, conversion and transaction value. Final passenger figures for 2025 are expected to be released by Dubai Airports later this month.

Perfumes once again led category performance, generating Dhs1.601 billion (US$438.668 million) and accounting for 18.45% of total sales. Liquor followed with Dhs1.061 billion (US$290.605 million), while Gold delivered Dhs896.456 million (US$245.604 million). Tobacco sales reached Dhs883.595 million (US$242.081 million) and confectionery recorded Dhs845.486 million (US$231.640 million), driven in part by strong demand for ‘Dubai chocolate’, with 719 tonnes sold across 13 brands, including Dubai Duty Free exclusives Patchi Pistachio Kunafa Bar and Habibe Chocolate. Online sales reached Dhs230.061 million (US$63.030 million), representing 2.65% of total revenue.

Perfumes led category performance, generating Dhs1.601 billion.

Over the course of the year, the operation recorded more than 21 million sales transactions, averaging 58,212 transactions per day, with nearly 56.8 million units of merchandise sold. Departures continued to dominate, contributing Dhs7.864 billion (US$2.155 billion), while Arrivals sales totalled Dhs550.859 million (US$150.920 million).

Sales growth in December was recorded across all major regions, led by Russia and Europe, while for the full year Europe emerged as the strongest-performing source market, followed by Africa, the Americas and the Middle East.

Sales growth in December was recorded across all major regions, led by Russia and Europe.

The year was also marked by continued investment in retail development, including the opening of new boutiques and concept stores, redesigned Arrivals shops across three terminals, and high-profile additions such as Les Caves de Champagne in Terminal 3, luxury boutiques in Concourse A and the Royal Salute whisky boutique. Exclusive and travel retail-only launches played an increasingly important role, with Dubai Duty Free estimating that exclusives contributed around 12% of total sales in major categories.

With ten record months achieved across the year, Dubai Duty Free’s 2025 performance underscores sustained consumer demand, disciplined execution and the retailer’s continued leadership within global travel retail.

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