Parramatta’s Visitor Economy
Parramatta is the beating heart of Greater Sydney’s visitor economy - a rapidly growing destination attracting major events, transformative infrastructure investment and a diverse, expanding visitor base. With strong growth in spending, jobs and business activity, Parramatta presents a compelling opportunity to invest, establish or expand in one of Australia’s fastest‑evolving cities. Be part of Parramatta’s momentum.
Invest in Parramatta's Visitor Economy
Parramatta is emerging as Greater Sydney’s most dynamic visitor destination - a city powered by major cultural institutions, next generation transport links and a booming visitor economy.
From hospitality and retail to entertainment, accommodation and tourism services, Parramatta offers unparalleled potential for businesses ready to invest in a thriving, future-focused market.
The city is being reshaped by some of Australia’s most significant cultural and transport investments - including Powerhouse Parramatta, the Riverside Theatres redevelopment, Sydney Metro West and the Parramatta Light Rail. Together, these projects are unlocking unprecedented connectivity, cultural vibrancy and visitor growth, positioning Parramatta as Greater Sydney’s next major destination.
Parramatta’s Visitor Economy Today
Parramatta’s Visitor Economy Today
Parramatta is outperforming Greater Sydney in visitor spending and employment growth.
Here are some key figures:
- $1.9 billion was spent by visitors between May 2024 and May 2025
- 60% of all local spending comes from visitors
- Overnight and international visitors are now back to pre-pandemic levels
- Visitor related jobs have grown 4.5% each year since 2018/19
- Local business numbers have increased 20% since 2019/20
This is a market with real demand and real opportunity.
These trends highlight a resilient, high‑performing visitor economy with substantial opportunities for new and growing businesses Download City of Parramatta’s Visitor Economy Report (2025) for a deeper look at the sector or explore more below.
Visitor Spend and Economic Output
- Approximately two thirds of all night-time activity in the CBD is driven by visitors from outside the local area, increasing to 84% during the day
- Visitor spending is concentrated in retail, tourism, entertainment, restaurants and cafés - highlighting these sectors as key strengths
- Domestic overnight and international visitors were increasing before the pandemic and are now back to pre-pandemic levels
- Spending by overnight visitors was 18% higher in 2021–2024 compared with 2016–2019
- Over 60% of all local spending comes from visitors to the LGA - totalling $1.9bn between May 2024 and May 2025
Visitor Economy Businesses
In 2023/24, over 2,400 businesses serviced Parramatta’s visitor economy – around 7% of all businesses in the LGA.
- In 2023/24, over 2,400 businesses were part of Parramatta’s visitor economy
- 85% of these businesses are in food and beverage and retail
- Visitor-facing businesses grew 20% between 2019/20 and 2022/23
- Growth in visitor- focused businesses at 20% outpaced overall business growth of 16% over the same period
- Accommodation business numbers grew 58%, creative and performing arts grew 44%, and sports and recreation grew 40% since 2018/19
Workforce Growth
- Over 20,300 people are employed in Parramatta’s visitor economy
- Visitor economy jobs growth has outpaced the wider economy, driven by strong post-pandemic growth in the food and beverage, accommodation, sport and recreation and heritage sectors.
- Employment in the visitor economy has grown more strongly than in benchmark LGAs between 2018/19 and 2023/24, and is well above the Greater Sydney average
- Parramatta has achieved a strong post-COVID recovery, with total jobs and businesses now exceeding pre-pandemic levels, supported by major events and the City’s evolution into a global destination under Parramatta 2050.
Driving Economic Value
Parramatta’s visitor economy contributed:
- Visitors contribute about $3.3 billion a year to Parramatta - around 6% of the whole local economy
- The largest recent lifts have been food and drink (up $200m since 2018/19) and sport & recreation (up $130m)
- Parramatta is taking a bigger slice of Sydney’s visitor spend - In 2023/24, Parramatta accounted for 6.1% of Greater Sydney’s visitor economy, up from 4.6% in 2018/19
- Growing faster than other areas: the visitor economy grew from $1.1b to $1.6b (up 36%) - faster than the Sydney average
- Visitor activity generated about $2.6b in spending and related business activity
- Parramatta’s visitor economy isn’t just growing - it is accelerating, strengthening the city’s position as one of Greater Sydney’s most dynamic and opportunity rich markets
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