A New Chapter for Parramatta’s Visitor Economy: QT Parramatta
As Parramatta continues its transformation into a globally connected destination, discover how QT Hotels & Resorts’ newest hotel is helping shape the City’s next chapter.
A City Already on the Rise
Parramatta is entering an exciting new era.
Driven by major investment in culture, infrastructure, dining, entertainment and public spaces, the City is evolving into a destination where people come to stay, explore, connect and experience something new.
QT Parramatta is set to join this transformation in late 2026, bringing a new hospitality offering to a City already experiencing significant growth and change.
Meet David Sude, Group General Manager, and discover how Parramatta’s transformation, diverse community and growing visitor economy are creating new opportunities for hospitality, tourism and business.
A City Ready for What's Next
Parramatta’s evolution is one of Australia’s most significant urban growth stories.
Over the past decade, the City has experienced unprecedented investment across transport, culture, health, education and entertainment, strengthening its role as Greater Sydney’s Central City.
“We’ve really been tracking how Parramatta has been developing over the last 11 years,” says Sude. “We see it as the next chapter in the future of Sydney and one of the greatest urban stories in Australia right now.”
From Powerhouse Parramatta and Parramatta Light Rail to Sydney Metro West, foreshore upgrades, the evolution of Sydney Olympic Park, Westmead Health Precinct and Western Sydney International Airport, these projects are reshaping how people experience and connect with Parramatta.
“All it needed was a really cool hotel like QT to bring the same vibe and creativity that’s already happening in the City,” Sude says.
A City Defined by Culture and Connection
What makes Parramatta unique is not only its investment and infrastructure, but the people, stories and cultures that bring the City to life.
As one of Australia’s most diverse communities, Parramatta reflects modern Australia, where generations, cultures and lifestyles come together to create a distinctive visitor experience.
“There’s a really great mix of generation, culture, ethnicity and lifestyle here,” Sude explains. “That diversity is what makes Parramatta such a powerful place for experiential hospitality.”
This diversity is helping shape a visitor economy built around authentic experiences, where visitors are encouraged to stay longer, explore more and connect with the City.
Creating New Visitor Experiences
As Parramatta’s visitor economy grows, expectations are changing. Visitors are looking for destinations that offer more than a place to stay, they want experiences that reflect the character and energy of a city.
QT Parramatta will contribute to this growing offering through its focus on design, dining and hospitality experiences.
“We’re bringing an elevated food and beverage experience, including QT’s signature rooftop, and everything that comes with our approach to hospitality,” he says. “It’s about creating experiences, not just places to stay.”
Alongside Parramatta’s growing dining scene, cultural attractions and events calendar, new hospitality offerings are helping strengthen the City’s reputation as a place worth visiting.
Creating Wow Moments
For visitors, Parramatta’s appeal comes from the combination of experiences, places and people that make the City unique.
For QT, creating memorable moments is at the heart of its approach.
Asked what he hopes guests will say after experiencing QT Parramatta, Sude doesn’t hesitate.
“Wow,” he says. “Incredible, amazing, beautiful, breathtaking, memorable — but wow is the word I really hope to hear.”
As Parramatta continues to grow as a destination, experiences that create connection and encourage visitors to return will play an important role in shaping the City’s future.
A Destination, Not a Stopover
Parramatta is no longer simply a place people pass through. It is becoming a destination in its own right.
With major projects underway, a growing visitor economy and increasing investment across hospitality and tourism, the City is creating new opportunities for businesses looking to be part of its future.
“Don’t underestimate Parramatta,” Sude says. “The City is moving fast, and you can’t bring a cookie-cutter hotel anymore. People are looking for meaningful, tailored experiences — and generic just won’t cut it.”
“Parramatta has arrived as a destination — vibrant, creative and full of confidence,” Sude says.
Be Part of Parramatta’s Visitor Economy Growth
Parramatta is emerging as one of Greater Sydney’s most dynamic visitor destinations, attracting investment, major events and a growing number of visitors.
Supported by world-class cultural institutions, next-generation transport links and a diverse hospitality sector, the City presents significant opportunities for businesses looking to invest, establish or expand.
Discover how Parramatta’s visitor economy is creating opportunities for the future.
