The City of Parramatta is considering a dedicated visitor booth in the CBD as the city prepares for increased visitor numbers linked to major cultural and transport projects.
Council has agreed to proceed with a feasibility study to examine whether a visitor booth could help people find attractions, restaurants, retail outlets, sporting venues and cultural experiences across Parramatta.
The study will consider potential locations, with PHIVE and Parramatta Square identified as possible sites. It will also examine partnership opportunities involving government agencies, tourism organisations and local businesses.
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According to the City of Parramatta, visitors currently contribute about $3.3 billion a year to the local economy. The council says Parramatta has recorded stronger growth than Greater Sydney in visitor spending and tourism employment.
Lord Mayor Cr Martin Zaiter said the city needed to make it easier for visitors to discover what Parramatta offers as major projects progress.
“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,” Zaiter said.
He said a visitor booth could provide information, wayfinding assistance and local recommendations while directing visitors towards businesses and attractions.
The proposal comes as several major infrastructure and cultural projects reshape connections to Parramatta and the wider Western Sydney region. The opening and development timelines of these projects will influence future visitor numbers and demand for tourism services.
Zaiter said increased visitor activity could benefit local businesses and employment.
“Every visitor who spends more time in Parramatta supports local jobs, businesses and economic growth,” he said.
The proposed feasibility study will assess whether a permanent visitor service is practical, including its location, potential partnerships and the services it could provide.
A report is expected to return to Council for consideration by March 2027. No decision has yet been made on whether the visitor booth will proceed.
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