Dubai Duty Free (DDF) has reported a stellar performance for May 2025, recording sales of Dhs724.7 million (approximately US$198.5 million). This represents a 12.5% increase compared to last year’s month, making it the strongest monthly sales figure of 2025 so far, and the second-highest for any non-December month in the retailer’s history, behind only November 2024.
Ramesh Cidambi, Managing Director of Dubai Duty Free, praised the continued growth trajectory of 2025, noting the performance as a reflection of the team’s commitment. “I am especially happy that the increase in sales was seen in many of the major categories,” he said. As of May 31, the retailer’s year-to-date revenue crossed Dhs3.5 billion (US$1 billion), reflecting a growth of 6.5% compared to the same period last year.
Despite passenger traffic growth averaging 242,000 daily, DDF’s sales outpaced those numbers, with a 7–8% higher growth rate. Average daily sales hit Dhs23.3 million (US$6.38 million), bolstered by improved shopper behavior: the penetration rate rose to 28% (up from 26.3% in May 2024) and the average spend per passenger reached US$46.70, a US$3 increase year-on-year.
All major product categories saw growth. Standout performers included:
Confectionery: Up 81%, generating Dhs73.9 million (US$20.2 million), powered by the success of “Dubai chocolate”.
Perfumes: Reached Dhs132.8 million (US$36.4 million), nearly 15% growth.
Cosmetics: Up 10.8% at Dhs35.2 million (US$9.6 million).
Cigarettes and Tobacco: Rose 14.4% to Dhs77.6 million (US$21.3 million).
Gold: Up 11.65%, hitting Dhs70.7 million (US$19.4 million).
Precious Jewellery: Grew 31.75%, totaling Dhs20.2 million (US$5.5 million).
Liquor: Sales increased nearly 4% to Dhs89.9 million (US$24.6 million).
Electronics: Up 5.4%, with Dhs41.7 million (US$11.4 million) in sales.
Fashion boutiques: Posted a 4.7% increase, recording Dhs71.3 million (US$19.5 million).
Collectively, these category gains contributed to an additional Dhs80 million (US$22 million) in sales over May 2024.
Terminal-wise, Concourse B in Terminal 3 led the growth with a 17.5% increase, followed by Concourse D in Terminal 1 at 10.7%, Concourse A at 7.8%, and Concourse C with a slight rise under 1%. Terminal 2 Departures saw an outstanding 20.8% year-on-year growth, while Arrivals shops across all terminals recorded a combined 6.25% increase, aided by recent renovations.
In terms of regional sales performance:
Europe: +25.9%
Russia & CIS: +14%
Far East: +5.2%
Middle East: +14%
Indian Subcontinent: +4%, despite ongoing travel disruptions
With these results, Dubai Duty Free continues to outperform expectations in 2025, underscoring the strength of the travel retail sector in Dubai and its appeal to international passengers.
