Dubai Duty Free 2024 sales set a new all-time record, with the airport retailer posting AED 7.901 billion ($2.164 billion) in annual turnover — cementing its position as the world's leading airport duty-free operation. December capped the year strongly, contributing AED 821.944 million ($225.19 million), up 2% on December 2023.
Record-Breaking Anniversary Promotion
December's performance was anchored by Dubai Duty Free's 41st anniversary on 20 December, when the operation offered a 25% storewide discount. The single promotional day generated AED 59.993 million ($16.436 million) in sales within 24 hours — one of the highest single-day revenue figures in the retailer's history.
Transaction Volumes and Customer Traffic
Across the full year, Dubai Duty Free processed more than 20.735 million transactions — equivalent to 56,649 transactions every day — and moved 55.137 million units of merchandise. Nearly 13.7 million shoppers visited the Arrivals and Departure halls, reflecting continued growth in passenger traffic through Dubai International Airport.
Fragrance Leads Revenue Categories
Perfumes retained their position as the top-selling category for 2024, generating AED 1.50 billion ($411 million) — 19% of total sales — with year-on-year growth of 9.79%. Liquor ranked second with AED 1.056 billion ($289 million, 13% of sales), followed by Cigarettes and Tobacco at AED 807 million ($221 million, 10%). Gold ranked fourth, while Electronics rounded out the top five with AED 546 million ($149 million), representing 7% of total revenue.
Departures vs Arrivals Breakdown
Departures sales accounted for AED 7.121 billion ($1.951 billion), or 90% of the total, growing 0.84% over 2023. Arrivals sales reached AED 537 million ($147 million), representing 6.8% of annual revenue.
Workforce Growth and Emiratisation
Dubai Duty Free's workforce expanded to 6,030 employees representing 54 nationalities. Eight new senior management positions were added during the year, with seven of those roles filled by Emirati nationals — reflecting the operation's commitment to Emiratisation targets.
Terminal Upgrades Planned for 2025–2026
Looking ahead, Dubai Duty Free plans to complete a full fit-out of its Arrivals shops by Q1 2025, followed by major terminal refurbishment across Concourses A and B over the following two years. The renovation programme will prioritise expanded luxury brand offerings and upgraded Perfumes and Cosmetics sections, aimed at elevating the shopping experience for Dubai International Airport's millions of annual passengers.
