Parramatta is proposing to explore a dedicated visitor booth in the CBD to help people navigate the City’s diverse range of attractions as it becomes Greater Sydney’s fastest-growing visitor destination.

Visitors contribute $3.3 billion annually to Parramatta’s economy, with the City outperforming Greater Sydney in visitor spending and tourism employment growth.

City of Parramatta Lord Mayor Cr Martin Zaiter said Parramatta was entering a new era of opportunity, driven by major cultural and transport investments.

“Parramatta is Australia’s next global City and we need to make it easier for visitors to discover everything we have to offer,” Cr Zaiter said.

“With transformational projects like Powerhouse Parramatta, Parramatta Light Rail, Metro West and Western Sydney International Airport set to bring more visitors than ever before, people will be travelling into our city from near and far.”

“A visitor booth could provide information, wayfinding and local recommendations, helping connect visitors with dining, retail, sport, entertainment and cultural experiences in Parramatta.”

Council will now proceed with a feasibility study to identify a suitable location with PHIVE and Parramatta Square earmarked as potential options.

The feasibility study will also explore partnership opportunities with government agencies, tourism bodies and local businesses to support the visitor booth.

“Every visitor who spends more time in Parramatta supports local jobs, businesses and economic growth,” Cr Zaiter said.

“A visitor booth could become a front door to our City, helping us showcase Parramatta to the world and maximise the benefits of our booming visitor economy.”

A feasibility report is expected to come back to Council for consideration by March 2027.