Dubai Duty Free smashes more records with second-highest non-December sales result

Hot chocolate. Dessert storms. Fast-growing fragrances and encouraging all-category growth. Read on for continued evidence of a remarkable resurgence at the world’s biggest single airport duty-free location.

Jun 3, 2025 - 02:50

Dubai Duty Free smashes more records with second-highest non-December sales result

UAE. Dubai Duty Free has continued its recent impressive upturn in performance by generating sales of AED724.7 million (US$198.5 million) in May, a +12.5% increase year-on-year and the highest monthly sales figure recorded in 2025.

This follows an all-time April sales high of AED713 million (US$195.4 million). Notably, May 2025 represents the second-highest sales month in the travel retailer’s 41-year history outside the peak December period, trailing only behind November 2024. In fact, it ranks ninth among the all-time top ten sales months even when including December (traditionally the retailer’s top month) figures.

Dubai Duty Free Managing Director Ramesh Cidambi said, “May continued the robust growth story of 2025 and I am especially happy that the increase in sales was seen in many of the major categories.

“As of May 31st, our revenue has exceeded AED3.5 billion (US$1 billion), reflecting a year-to-date growth of nearly +6.5%. These positive results are a direct reflection of the commitment and excellence shown by our entire team of staff.”

**Sweet success: Dubai Chocolate has emerged out of nowhere since last October to be driving an astonishing and encouragingly sustained sales increase in the key confectionery category**

Encouragingly, May’s +12.5% sales growth is expected to outpace passenger traffic by +7-8% (based on DDF’s internal estimates and pending DXB figures), which averaged approximately 242,000 passengers per day.

Daily sales averaged AED23.3 million (US$6.38 million), driven by impressive critical performance metrics. Importantly, penetration rose to 28% (up from 26.3% in May 2024), and average spend per departing passenger climbed to US$46.70 – an increase of US$3 year-on-year.

Dubai Chocolate phenomenon shows no signs of slowing

May sales growth was strong across all major product categories with confectionery sales surging an extraordinary +81% year-on-year to AED73.9 million (US$20.2 million), boosted by the continued astounding success of the Dubai Chocolate dynamic.

FIX Dessert Chocolatier, an integral part of the Dubai Chocolate phenomenon that has taken Dubai – and other parts of the world – by storm, made a welcome return last month to Dubai Duty Free after a short absence with this pop-up at Terminal 3 Concourse B East. Click on the image to read our coverage.

Click on the icon to hear Dubai Duty Free Managing Director Ramesh Cidambi tell Bitesize Business Breakfast host Brandy Scott (from 07.19) about the surging Dubai Chocolate trend, amid an all-time April sales performance high that preceded the stellar May showing

Perfume sales also performed impressively, climbing almost +15% to AED132.8 million (US$36.4 million). Cosmetics revenues rose +10.8% to AED35.2 million (US$9.6 million) and tobacco product sales also prospered, climbing +14.4% to AED77.6 million (US$21.3 million).

Gold sales grew +11.65% to AED70.7 million (US$19.4 million) while precious jewellery shone with a +31.75% increase to AED20.2 million (US$5.5 million).

**The stellar May result was not a one-off in what is beginning to look like an impressively sustained resurgence by Dubai Duty Free. Click to read our coverage of the April performance.**

Wines & spirits sales rose nearly +4% to AED89.9 million (US$24.6 million) while electronics recorded a +5.4% increase to AED41.7 million (US$11.4 million).

**Given Dubai International Airport’s diverse passenger profile, perfumes & cosmetics have long been integral to Dubai Duty Free’s fortunes. Both posted strong double-digit increases in May.**

Dubai Duty Free’s fashion boutiques, not an easy category in the current muted global climate, also performed well, recording a +4.7% gain over May 2024 with sales of AED71.3 million (US$19.5 million).

In total, these increases contributed more than AED80 million (US$22 million) in additional sales compared to May 2024.

By zone, T3 Concourse B led the growth with a +17.5% increase, followed by T1 Concourse D at +10.7%. Concourse A sales rose by +7.8% and Concourse C by just under +1%.

**Dubai Duty Free has revamped its arrivals shops this year, resulting in an immediate strong sales uptick. Pictured is a new-look T1 store.**

Terminal 2 Departures recorded an exceptional +20.8% year-on-year increase, while arrivals shops across all three terminals posted a combined growth of +6.25% following the completion of their renovations and refurbishment (look out for our on-location report on these stores coming soon).

All key passenger regions showed positive sales with Europe growing +25.9% year-on-year; the Russian region up +14%; Asia Pacific ahead +5.2%, Middle East up +14% and the Indian-sub continent ahead by +4%, despite the recent travel disruptions caused by the India-Pakistan conflict.