In 2024, Dubai Duty Free achieved an unprecedented milestone, recording annual sales of 7.901 billion dirhams. These figures were not achieved by chance but were the result of a well-crafted strategy and continuous development in the services and offerings provided by the market, further cementing its position as one of the world’s leading shopping destinations.
In December, the market saw a new success story, with total sales for the month reaching 821.944 million dirhams, marking a notable 2% increase compared to the same month in 2023. This increase wasn’t surprising, as the month featured numerous special events and promotions that attracted shoppers from all over the world. The highlight was the celebration of Dubai Duty Free’s 41st anniversary on December 20th, during which a 25% discount was launched, resulting in sales of 59.993 million dirhams within just 24 hours. This figure demonstrates the market’s ability to attract customers and encourage them to spend more through special offers.
Among the key indicators of the market’s success was the outstanding performance of certain product categories. Confectionery and sweets saw a significant sales growth, increasing by 29.46% compared to December of the previous year, reflecting a growing trend among shoppers for these products. Perfumes, one of the leading products at Dubai Duty Free, maintained its position as the best-selling category, with sales estimated at around 1.5 billion dirhams, accounting for 19% of total annual sales, marking an increase of 9.79% compared to 2023.
Cigarettes and tobacco products ranked second with sales of 807 million dirhams, or more than 10% of the total market sales. Gold achieved sales of 779 million dirhams, while electronics reached 546 million dirhams, experiencing a slight decrease of 1% compared to last year. These figures highlight the market’s product diversity and its ability to meet the needs of a broad customer base.
Additionally, Dubai Duty Free’s online sales contributed around 2.5% of total sales, amounting to 197 million dirhams, indicating the market’s alignment with current e-commerce trends while maintaining a strong presence in direct sales within its stores.
Regarding transactions, the market witnessed over 20.733 million transactions in 2024, with a daily average of 56,649 transactions, reflecting the continued and growing activity of shoppers. The number of customers who visited the Dubai Duty Free stores at the “Arrivals” and “Departures” terminals exceeded 13.7 million, further confirming the market’s role as a leading commercial hub.
On another note, Dubai Duty Free succeeded in attracting talent and employing both local and international professionals, with 7 Emiratis appointed to senior management positions. This reflects the company’s ongoing strategy to enhance workforce diversity and support human resources.
Despite the challenges faced during the year, including renovation and restoration work at certain locations, the Dubai Duty Free team managed to achieve these exceptional results thanks to the continuous support from the wise leadership of His Highness Sheikh Ahmed bin Saeed Al Maktoum. These results highlight the market’s ability to adapt to changes and achieve success under various conditions.
