Dubai Duty Free (DDF) marked a major achievement in May 2025, reporting an impressive AED 724.7 million (USD 198.5 million) in sales — its highest monthly figure so far this year. Compared to the same month in 2024, this represents a sharp 12.5% increase, underlining the retailer’s continued momentum as global travel rebounds.
The May performance stands out not only as the strongest this year, but also as the second-best month ever in DDF’s history outside the December peak. Only November 2024 surpassed it, making this achievement even more remarkable.
Broad-Based Growth Driving Success
This surge in revenue wasn’t tied to one product line — nearly every major category saw gains. Chocolate and sweets sales soared by 81%, largely fueled by the growing popularity of the locally branded “Dubai Chocolate.” That category alone brought in AED 73.9 million (USD 20.2 million).
Perfumes continued to perform strongly, generating AED 132.8 million (USD 36.4 million), up 15% year-on-year. Cosmetics saw a 10.8% increase, while tobacco products rose by 14.5%, reaching AED 77.6 million (USD 21.3 million).
Gold and jewelry also played a significant role. Gold sales amounted to AED 70.7 million (USD 19.4 million), while fine jewelry climbed by an impressive 31.75%, bringing in AED 20.2 million (USD 5.5 million). Electronics were up as well, growing by 5.4% to AED 41.4 million (USD 11.4 million), and fashion retail rose by 4.7%, reaching AED 71.3 million (USD 19.5 million).
Combined, these gains added over AED 80 million (USD 22 million) more in revenue compared to May of the previous year.
More Shoppers Spending More
It wasn’t just an increase in foot traffic that drove the numbers — people were spending more too. Passenger traffic at Dubai International Airport rose between 7% and 8% compared to May 2024. However, DDF’s sales outpaced that growth, showing a deeper engagement with shoppers.
On average, around 242,000 travelers passed through the airport each day, with daily sales reaching AED 23.3 million (USD 6.38 million). The percentage of travelers who made purchases increased to 28%, up from 26.3% the year before. Even more telling: the average amount spent per departing passenger climbed to USD 46.7 — up USD 3 year-over-year.
Sales Strength Across Terminals
Every concourse at Dubai International Airport contributed to the record month. Terminal 3’s Concourse B led with a 17.5% sales increase. Concourse D in Terminal 1 followed with a 10.7% rise, while Concourse A posted 7.8% growth. Concourse C showed modest improvement, with sales edging up by just under 1%.
Stores in the departures area overall jumped 20.8% in revenue year-over-year. Arrival shops across all three terminals also benefited from recent renovations, leading to a combined 6.25% increase.
Strong Start to 2025
By the end of May, Dubai Duty Free had already surpassed AED 3.5 billion (USD 1 billion) in total revenue for 2025 — a 6.5% boost over the same period last year.
Commenting on the figures, Executive Vice President Ramesh Cidambi praised the dedication of the team: “Our strong May performance reflects the ongoing commitment of our people, who continue to deliver excellence at every level. It’s a team effort, and it’s paying off.”
Looking Ahead
As international travel gains more momentum, Dubai Duty Free appears well-positioned to continue this upward trajectory. With continued investment in product variety, customer service, and retail experiences, the company is setting the stage for what could be a record-breaking year.
