The purpose of this study is to analyze how tourism in Dubai is perceived by Emirati citizens, particularly the younger generation. The study explores the perceived social-cultural, economic, and environmental impacts of tourism on the Emirati community. Although the economic development of Dubai as a result of tourism has been well documented, little research has examined the social and cultural impacts. Moreover, despite the significant level of enquiry that has been directed to the study of tourism in Dubai, there is still a considerable lack of empirical engagement with the indigenous perspective. Thirty interviewees were conducted with ‘young’ Emiratis. The findings help to contextualise ways in which ‘Destination Dubai’ is locally perceived and the extent to which nationals perceive tourism to be conducive to the maintenance and long-term sustainability of their culture and society.