- To manage the retail operations at Dubai International Airport and other affiliated areas on behalf of the Government of Dubai.
- To provide customers with a first class customer service, excellent value for the money, a wide range of quality products and a world class shopping environment.
- To be recognized as one of the best airport retailers in the world.
- To manage its Leisure Division and affiliated facilities, established to provide the best in sports, hospitality and entertainment, on behalf of the Government of Dubai.
- To promote Dubai as the sports, leisure and business capital of the Middle East, through DDF’s various operations and promotional activities.