Paris Hilton arrives at the 2009 MTV Movie Awards in Los Angeles May 31, 2009. [Agencies] Photos: Paris Hilton and other celebs at 2009 MTV Movie Awards in L.A.

NEW YORK – Dubai is synonymous with glitz and excess — but can the Middle Eastern hotspot handle the likes of Paris Hilton?

The fame-loving heiress is about to make her first trip to Dubai. The city, located in the United Arab Emirates, will be the location for an upcoming edition of her reality series "Paris Hilton's My New BFF."

Producer Michael Hirschorn said Wednesday that filming will begin later this month and last some three weeks. The finale will be filmed in Los Angeles.

Hirschorn said the show — and Hilton — will respect the culture of the region, and will be "walked through in great detail what is expected" and allowed.

Casting is under way to find contestants to compete for the chance to be Hilton's new best friend forever — or BFF.

Hilton, 28, wants to expand her brand in the Arab world, said Hirschorn.

He said the plan is to build "My New BFF" into a global franchise, with Hilton searching for BFFs around the world.

Hilton previously filmed two seasons in Los Angeles for MTV and one in London for British television. The second season of the American edition premiered Tuesday.

The Dubai version is "intended for broadcast throughout the Arab region, so it will be sold to networks throughout that area," said Hirschorn. "The hope is to sell it internationally, (in) Europe and Asia and the United States if possible."

No air date has been set, he said.

This time, Hilton will bring her boyfriend, Doug Reinhardt.

"She's very aware that she's not going to be going and pointing fingers and laughing at anybody," Hirschorn said. "She's gonna be respectful. But also, if anything, (she) will be poking fun at herself. I think some of the comedy will come out of the learning about the dress and the behavior."