UAE. Dubai Duty Free posted an all-time October sales high of AED805.6 million (US$220.7 million) as the leading travel retailer marked an eighth record month in 2025.
In a highly positive indicator, October’s sales growth outstripped passenger traffic by at least +10% (the final passenger numbers for October will be released by Dubai Airports later this month), achieving a +19.31% leap compared to October 2024.
Ranked first among the eight record-breaking months in 2025, October sales exceeded the previous October record set in 2023 of AED692 million (US$189 million), underscoring the operation’s sustained growth momentum. October also recorded the third-highest monthly sales in Dubai Duty Free’s history, following the all-time record of AED821.4 million (US$225 million) achieved in December 2024.
Year-to-date sales reached AED6.88 billion (US$1.885 billion), an +8.72% increase or AED552 million (US$151 million) over the same period last year.
Diwali effect
Perfumes continued to dominate as the retailer’s top-selling category, generating AED139.9 million (US$38.3 million) in October. Gold ranked second with AED97.2 million (US$26.6 million) fuelled by the Diwali season and the appeal of the precious metal as both a luxury and cultural purchase.
Other leading categories rounding out the top five performing categories, all contributing to the strong October sales, include liquor with sales of AED96.7 million (US$26.5 million), while confectionery recorded its highest-ever sales at AED78 million (US$21.4 million), driven by the continuing Dubai Chocolate dynamic.
This sub-category also achieved the highest individual sales, totalling AED34 million (US$9.3 million) with 428,000 pieces sold, equivalent to 71 tonnes across nine brands in October. Tobacco also performed strongly, recording AED74 million (US$20.3 million) in sales.
Luxury leap
Fashion boutiques including Louis Vuitton, Chanel, Dior, Gucci and Cartier remain strong contributors, performing extremely well with sales up +43.5% over October 2024. The increase in sales can be attributed in part to the opening of Louis Vuitton and Cartier boutiques in September in Concourse A.
The second Louis Vuitton boutique, spanning 280sq m, has quickly become “a destination for travellers seeking premium fashion”, said the retailer.
Meanwhile, the second Cartier boutique of 140sq m has also made a strong impact since its debut in late September. “The sales in the fashion boutiques underscore the spending power of international travellers and the continued appeal of the luxury brands,” said Dubai Duty Free.
Standout transactions in the luxury fashion category in October include AED2.2 million (US$605,000) sales from REKLAIM, Dubai Duty Free’s pre-owned luxury concept store, which included the sale of an Audemars Piguet watch priced in excess of AED200,000 (US$54,794) in Concourse A and two Hermès Birkin handbags, each over AED120,000 (US$32,876) purchased in Concourse D and the Emirates First-Class Lounge, respectively.
All locations performed strongly, with Concourse A up +27.4%, Concourse B up +21.5%, Concourse C up +21.9%, Concourse D up +11.2%, and Terminal 2 up +13.1% year-on-year. Arrivals recorded an +18.3% increase despite competition within the airport, notably from Le Clos stores.
Sales to passengers travelling to Africa, the Americas, Europe, the Middle East, Asia and Australasia all rose by more than +20%. Sales to travellers on Russian routes recorded an increase of +14.2%, while Africa was up +18.5%. The Indian-sub continent showed the smallest growth among the regions, with sales up +6.62 %.
As Dubai Duty Free approaches its 42nd anniversary on 20 December, the company noted that 2025 is shaping up to be another record year.
Dubai Duty Free Managing Director Ramesh Cidambi said: “A big thank you goes to our Chairman, H.H. Sheikh Ahmed bin Saeed Al Maktoum for his unwavering support to our operation. Thanks also to the team at Dubai Duty Free for their extraordinary hard work and dedication in meeting the needs of an ever-increasing number of passengers.” ✈
