EKHAYA – SOUTH AFRICA’S HOME AWAY FROM HOME
PROJECT OBJECTIVES
Ekhaya 2024 successfully highlighted South Africa’s cultural richness, supported its
athletes, and fostered global connections. The blend of performances, business
forums, cultural exhibitions, and sports activations made it an impactful
experience for all attendees. With a theme centered around 30 Years of Democracy,
the programme not only celebrated the country’s democratic achievements but
also reinforced South Africa’s position as a global cultural leader. Through both the
Olympic and Paralympic phases, Ekhaya showcased South Africa’s resilience,
creativity, and national pride to a worldwide audience.
Create a “Home Away from Home” for South Africans and International
Guests:
Ekhaya aimed to provide a comfortable and inviting space where South
African athletes, supporters, and international visitors could gather, connect,
and have a home away from home during the Olympic and Paralympic
Games.
Promote South African Culture and Heritage
Through a diverse range of cultural activities, exhibitions, and performances,
Ekhaya was designed to highlight the unique heritage, arts, and creativity of
South Africa, positioning the country as a vibrant cultural destination.
Support and Celebrate South African Athletes
Ekhaya served as a hub for celebrating the achievements of South African
athletes at the Games, providing a platform to honor their efforts and boost
morale during the competition.
Strengthen International Relations and Economic Ties
The programme included business networking events and cultural
exchanges aimed at strengthening relationships between South Africa and
other countries, particularly France, to foster economic collaboration and
investment opportunities.
Enhance South Africa’s Global Brand and Tourism Appeal
By showcasing South Africa’s cultural and natural assets, Ekhaya sought to
enhance the country’s global brand and stimulate interest in South African
tourism, encouraging international visitors to explore the country.
Facilitate Dialogue and Bilateral Agreements:
Ekhaya provided a platform for high-level meetings, where bilateral
agreements, memorandums of understanding (MOUs), and partnerships
could be discussed and formalized, contributing to South Africa’s diplomatic
and international engagement efforts.
Provide a Platform for South African Businesses and Artists:
The event created opportunities for South African businesses, artists, and
creatives to showcase their talents, products, and services to an international
audience, opening up new markets and promoting exports.
These objectives guided the planning and execution of Ekhaya 2024, ensuring
that the project not only celebrated South Africa’s presence at the Olympics and
Paralympics but also contributed to the country’s long-term cultural, economic, and
diplomatic goals.