Dubai Duty Free has posted its strongest performance on record, announcing annual sales of Dhs8.68 billion for 2025, marking a 9.85 percent increase over the previous year and cementing its most successful year since operations began 42 years ago.
The milestone was driven by ten record-breaking months, with December delivering the highest monthly sales in the retailer’s history at Dhs922.77 million. Strong year-end demand was amplified by Dubai Duty Free’s 42nd anniversary promotion, which offered a one-day 25 percent discount and generated Dhs69.1 million in sales within 24 hours.
Managing Director Ramesh Cidambi attributed the performance to team resilience, strong supplier partnerships, and sustained efforts to boost customer engagement and spending. He also acknowledged the long-standing support of Chairman H.H. Sheikh Ahmed bin Saeed Al Maktoum, describing 2025 as a landmark year for the organisation.
Sales growth outpaced passenger traffic by an estimated five percent, highlighting the effectiveness of strategies aimed at improving conversion rates and transaction values across the operation.
Perfumes led all categories with sales of Dhs1.6 billion, followed by liquor, gold, tobacco, and confectionery. Confectionery performance was bolstered by high demand for Dubai-branded chocolates, including exclusive products developed for Dubai Duty Free. Online sales reached Dhs230 million, accounting for 2.65 percent of total revenue.
Departures accounted for more than 90 percent of annual sales, while arrivals contributed just over six percent. Europe emerged as the top-performing region for the year, with strong growth also recorded across Africa, the Americas, and the Middle East.
The year also saw the launch of new luxury boutiques, redesigned arrival shops, and exclusive product ranges, reinforcing Dubai Duty Free’s leadership in global travel retail.
News Source: Dubai Media Office
