Action couple Chris Hemsworth and Elsa Pataky have been on the receiving end of criticism for appearing in a big-budget, “tone deaf” tourism commercial promoting Abu Dhabi.

Hemsworth and Pataky can be seen riding dune buggies and horses with two of their three children in the commercial, as well as surfing, kayaking and dining in expensive restaurants.

Abu Dhabi, the capital of the United Arab Emirates on the Persian Gulf, has a population of 1.6 million people.

There’s family fun on roller coaster rides, day spa treatments and even a session with a falconry demonstration on a desert safari.

The official Abu Dhabi tourism website introduces the commercial saying “Find your Pace with Chris and Elsa”.

After Hemsworth, whose net worth is estimated at $225 million, posted the commercial on Instagram, the negative feedback came quickly.

The Chris Hemsworth ad has attracted a fierce response from fans online. Photo: YouTube

Travel warning

Australia’s most recent travel update warns travellers going to the UEA to “exercise a high degree of caution due to the threat of terrorism”, warning of airspace closures, not taking photos of major public buildings, and restricting social media posts.

“The ongoing conflict in Lebanon and the Occupied Palestinian Territories could lead to increased tensions in other locations in the Middle East,” advice from November 7 read.

Human Rights Watch states the UAE “deploys advanced surveillance technologies to monitor public spaces, internet activity, and individuals’ phones and computers … the government blocks international human rights organisations and UN experts from independently conducting in-country research”.

Instant response

“The UAE is one of the very last places on Earth I’d ever go to for a vacation,” one person commented.

“Doesn’t pass the pub test … disappointed that you would be promoting a country that has such horrendous human rights issues, and advocating to throw money into their economy when they are culturally so misaligned with our way of life,” wrote another.

And this over-riding theme.

“Just got to ignore all the human rights abuses.

“A country without women’s rights and workers’ rights. An amazing thing to promote with your huge celebrity [status],” noted a fourth user.

And this: “So shocked !!! Thought you were so earth and animal friendly and involved in women’s’ rights. Seeing you advertising a country ignoring men’s and women’s rights … badly done, Thor”.

Someone else chimed in: “Yo, Thor, you made like a gazillion Marvel dollars. Do you really need blood-soaked, advertising money?”

Holiday dream

It’s not the first time Hemsworth has lent his Hollywood celebrity to an advertising campaign, but they have been without controversy.

In a bid to lure travellers Down Under, Hemsworth leant his voice to the 2016 Tourism Australia ad campaign, before appearing in a second, more storied promotion titled Dundee in 2018.

In the 2024 Experience Abu Dhabi campaign, Hemsworth and Pataky pretend to star alongside each other in an action film on set, where he leaps from a skyscraper and grabs hold of her legs, dangling from a high beam.

Both are dreaming of a holiday.

“Could really use a vacation right now … somewhere warm, adventurous, with fun activities for the kids,” he says.

“Something more relaxing,” she asks.

Hemsworth agrees: “We’re going to slow down a little … and take it all in.”

She’s filmed enjoying a relaxing massage and a calm kayak trip with family before visiting a museum.

Two-year deal

Head of strategic marketing for the Department of Culture and Tourism, HE Nouf Mohamed Al-Boushelaibi, said they were “incredibly passionate about sharing Abu Dhabi with the world and are proud to have Elsa and Chris partnering with us”.

“Their dynamic energy and love for discovery highlights everything Abu Dhabi has to offer, from inspiring cultural experiences to adventures, creating meaningful and lasting memories, all at their own pace,” wrote the official Campaign Middle East website.

Hemsworth has entered into a two-year agreement to do campaigns and commercials.

Hemsworth is not the only big-name celebrity making his way to Abu Dhabi.

Bryan Adams will be there later this month, Anastacia is on her way after Melbourne Cup Carnival commitments, and Sting is performing there in May.