Dubai Duty Free has achieved its most successful year in its 42-year history, reporting annual sales of Dhs8.68 billion ($2.38 billion) for 2025—a 9.85% increase over 2024. The retailer experienced ten record-breaking months, capped by an all-time high monthly sale of Dhs922.77 million ($252.81 million) in December, driven largely by a 25% discount promotion on its 42nd anniversary that generated Dhs69.097 million in just 24 hours.
Managing Director Ramesh Cidambi credited the results to the focus, resilience, and dedication of the Dubai Duty Free team, along with strong support from suppliers and brand partners. He also expressed gratitude to Chairman Sheikh Ahmed bin Saeed Al Maktoum for his leadership. Sales growth outperformed passenger traffic by an estimated 5%, reflecting the company’s success in boosting customer conversion and average transaction value.
Perfumes remained the top-selling category with Dhs1.601 billion ($438.67 million), accounting for 18.45% of total revenue. Liquor followed at Dhs1.061 billion, gold at Dhs896.46 million, tobacco at Dhs883.60 million, and confectionery at Dhs845.49 million—including 719 tons of Dubai chocolates like the exclusive Patchi Pistachio Kunafa Bar. Online sales contributed Dhs230.06 million, representing 2.65% of total revenue.
The retailer recorded over 21 million transactions in 2025, averaging 58,212 per day, with 56.8 million units sold. Departures sales accounted for 90.6% of revenue (Dhs7.864 billion), while Arrivals made up 6.35% (Dhs550.86 million). These figures underscore Dubai Duty Free’s dominant position in travel retail and its ability to engage travelers through strategic promotions and a compelling product mix.
