Dubai Duty Free reported a strong financial performance in 2025, with annual sales reaching USD 2.4B, marking its highest-ever revenue and reflecting solid year-on-year growth driven by resilient travel demand and effective retail strategies.
The retailer recorded multiple record-breaking months throughout the year, with December emerging as the strongest trading period. This sustained momentum highlights consistent passenger spend across peak and non-peak travel seasons.
Perfumes remained the top-performing category, accounting for the largest share of total sales and reinforcing Dubai Duty Free’s position as a leading global travel retail destination for luxury fragrances. Other key categories, including liquor, gold, tobacco and confectionery, also delivered robust contributions.
Sales growth outpaced passenger traffic during the year, indicating improved conversion rates and higher average transaction values. This performance underscores the effectiveness of targeted merchandising, brand partnerships and customer engagement initiatives.
Departures continued to generate the majority of revenue, while sales growth was supported by strong demand from key international markets. The diversified passenger base passing through Dubai’s airports remained a critical factor in overall performance.
Operationally, Dubai Duty Free recorded a significant increase in transactions and units sold, reflecting both higher footfall and sustained consumer confidence in discretionary spending within the travel retail environment.
