Rundle Mall is South Australia’s premier shopping, tourist precinct and meeting place. The open-air precinct attracts more than 40 million visitors annually. Rundle Mall is managed by the Adelaide Economic Development Agency (AEDA) to provide marketing, advocacy and governance services to improve the economic outcomes for the precinct’s diverse range of stakeholders. AEDA supports and drives initiatives that enhance visitor experience, and continuously analyses consumer and retail trends to ensure the Mall’s offering meets the needs of local, interstate and international visitors.