Dubai, UAE — Dubai Duty Free (DDF) has posted another landmark performance in May 2025, generating AED724.7 million (US$198.5 million) in monthly sales—marking a +12.5% increase year-on-year and the highest monthly sales figure of the year to date.
This performance builds on the previous month’s record-breaking April sales of AED713 million (US$195.4 million), positioning May 2025 as the second-highest sales month in DDF’s 41-year history outside the peak December period. When December figures are included, May now ranks as the ninth-best month of all time.
“May continued the robust growth story of 2025, and I am especially happy that the increase in sales was seen across many of the major categories,” said Ramesh Cidambi, Managing Director of Dubai Duty Free. “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.”
Sales Growth Outpaces Passenger Traffic
Dubai Duty Free’s strong May performance came despite only moderate increases in footfall. Internal estimates suggest that the +12.5% sales growth outpaced passenger traffic by 7–8%, with Dubai International Airport averaging approximately 242,000 passengers per day. Daily sales averaged AED23.3 million (US$6.38 million), with penetration rising to 28%, up from 26.3% in May 2024. The average spend per departing passenger also rose significantly to US$46.70, up US$3 year-on-year.
Dubai Chocolate Drives Confectionery Boom
Confectionery emerged as the month’s standout performer, with sales soaring by a remarkable +81% year-on-year to AED73.9 million (US$20.2 million). The growth has been largely attributed to the surging popularity of the Dubai Chocolate line, which has rapidly become a global sensation since its debut in October 2024.
The return of FIX Dessert Chocolatier at Terminal 3 Concourse B East through a popular pop-up store has further bolstered confectionery sales, drawing attention from both international travelers and local consumers.
Strong Growth Across Core Categories
Other major product categories also recorded double-digit growth:
- Perfumes: +14.9% to AED132.8 million (US$36.4 million)
- Cosmetics: +10.8% to AED35.2 million (US$9.6 million)
- Tobacco: +14.4% to AED77.6 million (US$21.3 million)
- Gold: +11.65% to AED70.7 million (US$19.4 million)
- Precious Jewellery: +31.75% to AED20.2 million (US$5.5 million)
Meanwhile, wines and spirits rose +3.9% to AED89.9 million (US$24.6 million), electronics increased +5.4% to AED41.7 million (US$11.4 million), and fashion—a challenging category globally—posted a respectable +4.7% gain with AED71.3 million (US$19.5 million) in sales.
Collectively, these increases delivered more than AED80 million (US$22 million) in additional revenue compared to the same month last year.
Terminal Performance & Regional Trends
Sales growth by terminal zone was led by:
- Terminal 3, Concourse B: +17.5%
- Terminal 1, Concourse D: +10.7%
- Terminal 3, Concourse A: +7.8%
- Terminal 3, Concourse C: +1%
Terminal 2 Departures saw a notable +20.8% increase year-on-year, while arrivals shops across all terminals registered a combined growth of +6.25%, following successful renovations.
By passenger region, all major markets recorded sales growth:
- Europe: +25.9%
- Russia: +14%
- Asia Pacific: +5.2%
- Middle East: +14%
- Indian Subcontinent: +4% (despite recent India-Pakistan travel disruptions)
Outlook: Sustained Momentum
The sustained momentum over April and May 2025 indicates a strong recovery and renewed consumer confidence across key markets. With several upcoming activations and continued investment in store experience, Dubai Duty Free appears well-positioned for a record-breaking year.
