In a glitzy new tourism ad for Abu Dhabi, Australian movie star Chris Hemsworth and his wife Elsa Pataky are seen kayaking, riding horses through the desert, and surfing – painting an alluring picture of the United Arab Emirates capital as a dream vacation destination. But human rights advocates are calling out the Thor actor for lending his star power to promote a country notorious for repressing dissent and exploiting migrant workers.
The minute-long advertisement, posted on Hemsworth and Pataky’s Instagram accounts on Wednesday, was produced in partnership with the Abu Dhabi government as part of a push to entice more tourists to the UAE. However, organizations like Human Rights Watch have long criticized the gulf state for “carrying out repression against dissent” behind a facade of progressive tolerance.
Concerns Over Celebrity Endorsements
Hemsworth, who has also served as a global ambassador for Tourism Australia, is the latest in a string of celebrities who have faced backlash for using their influence to promote the UAE while seeming to turn a blind eye to its human rights issues:
- Last year, Rebel Wilson stirred controversy after attending the opening of a Dubai hotel with her girlfriend and promoting their trip on social media, despite the UAE’s criminalization of same-sex relationships.
- In 2019, a number of social media influencers, including some Australians, were enlisted to help repair Saudi Arabia’s image after the murder of journalist Jamal Khashoggi.
They’re trying to move on and improve their image. They’ve come under fire for their treatment of dissent, protest, women, LGBTI+ communities [and] migrant workers.
Prof. Justine Nolan, Director of the Australian Human Rights Institute at UNSW
Migrant Worker Exploitation
One of the most pressing human rights concerns in the UAE is the plight of migrant workers, who make up a staggering 90% of the country’s workforce. Amnesty International has described these laborers as “second-class citizens” who endure hazardous conditions, meager pay, and severe restrictions on their freedoms.
A damning report revealed that migrant workers employed in the construction of the Louvre Abu Dhabi museum were subjected to abuse, destitute conditions, and unpaid wages for months. Despite economic reforms, the UAE’s kafala sponsorship system still leaves these vulnerable workers at the mercy of their employers.
Suppression of Free Speech and Dissent
The UAE also has a troubling track record when it comes to freedom of speech and peaceful protest. Activists and critics of the government routinely face arbitrary arrest, detention, and even torture. According to Amnesty International, the Emirati government uses surveillance technology and vaguely-worded laws to silence dissenting voices, creating an Orwellian climate of self-censorship.
The UAE invests in a strategy to paint the country as progressive, tolerant, and rights-respecting while carrying out repression against dissent.
Human Rights Watch
Ethical Tourism Considerations
For celebrities like Chris Hemsworth, participating in tourism campaigns for the UAE raises thorny ethical questions. While the glamorous veneer of luxury resorts and futuristic attractions may be tempting, can they really divorce their personal brands from the darker realities that the UAE government seeks to conceal? As public figures with immense influence, do they have a responsibility to take a stand against oppression and human rights violations, even at the expense of lucrative endorsements?
As consumers become more socially conscious, there is growing pressure on the travel and tourism industry to prioritize sustainability, fair labor practices, and respect for human rights. Travelers are increasingly seeking out ethical destinations and experiences that align with their values. By lending credibility to a repressive regime’s propaganda efforts, celebrities risk not only damaging their own reputations, but also perpetuating a system that exploits and silences the most vulnerable.
The controversy surrounding Hemsworth’s Abu Dhabi tourism ad underscores the need for greater scrutiny and accountability when it comes to celebrity endorsements and “nation branding” campaigns. While the allure of luxury and spectacle may be powerful, turning a blind eye to human suffering in the name of promoting tourism is a morally bankrupt proposition. As the UAE continues to invest heavily in burnishing its global image, it is crucial that influencers, media, and the public at large seek out the truth behind the glossy facade.
