In an age marked by rapid modernization, globalization, increased travel, social media, and streaming, preserving a country’s heritage and culture presents significant challenges. Although, the terms ‘culture’ and ‘heritage’ are often used interchangeably, this study aims to explore how these concepts are perceived from an intergenerational perspective and to propose a theoretical framework illustrating their relationship. The research focuses on the UAE, where locals constitute less than 10% of the population; with the remaining being expatriates. Methodologically, the study employs an adapted repertory grid and photo-elicitation to gather rich, nuanced data. This paper contributes to ongoing academic discourses on heritage, while also making a significant contribution to place studies and brand heritage. The findings hold important implications for policymakers, tourism authorities and national branding efforts as they balance the fragile balance between preserving cultural elements that reflect heritage and the pursuing modernization to capitalize on economic opportunities.