PurposeThe study aims to identify and evaluate relevant criteria in the proposal and support of public administration policies for preventive maintenance comprised in a conservation approach to built heritage and aligned with local sustainable development of the historic center of the city of Sobral, in Brazil.Design/methodology/approachA novel multicriteria decision model adopting the Bayesian best-worst method is presented and its application and results are described. Though a systematic procedure, criteria were selected in order to protect the tangible and intangible values of cultural heritage, as well as its sustainable development. Then experts evaluate these criteria through an elicitation instrument.FindingsThe results show that for the decision problem over preventive maintenance, social contribution and historical record of built heritage are more important than its structural vulnerability, while architecture is less relevant. Due to the low restrictions, the subcriterion related to this property has the least influence. The weights can assist in the characterization of measures and policies for the protection of the built cultural heritage.Originality/valueThe use of a novel decision-making method in cultural heritage is an important initiative, given the frequent use of simple and inefficient methods. The identified and weighted criteria are important data to characterize the scenario and the topic. The results contribute to protection and development of the built heritage, encouraging the implementation of preventive conservation in the historic center, conferring to the public administration valuable information to support and propose initiatives.