Rundle Mall is the premier shopping, tourist precinct and meeting place in South Australia. The open-air Precinct attracts an average of more than 400,000 visitors every week and 21 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. Rundle Mall’s management acts as the information hub for the precinct, supports and drives initiatives that enhance visitor experience, and continuously analyses consumer and retail trends to ensure that the Mall’s offering meets the needs of local, interstate and international visitors.