Paris Hilton in Dubai

The US heiress is filming her reality TV show in Dubai

Paris Hilton lands in Dubai this week for a three-week stint filming her popular reality TV show Paris Hilton's My New BFF.

The sexy socialite will be toning it down while she’s in town, respecting the culture and getting to know more about our region.

Producer Michael Hirschorn said today that filming in Dubai will last until July. 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."

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