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Visit York Tourism Ambassador of the Year

Sarah Maltby – Visit York Tourism Ambassador

Sarah Maltby, BA (Fine Art & Design), MA (Early Medieval Archaeology)
Director of Attractions (The JORVIK Group), York Archaeological Trust

Sometimes a role can tick all the boxes in terms of job satisfaction; and having studied archaeology and the arts, heading up York Archaeological Trust’s five attractions in York does just that for Sarah. And all this, despite failing her history A-Level! It just goes to show you should follow your dreams and we’re delighted Sarah is now York’s Tourism Ambassador.

Sarah is responsible for the strategic and operational management for The JORIVK group of attractions, which include DIG - An Archaeological Adventure (funded with a £1 million from the Millennium Lottery Commission), Barley Hall and the new Richard III and Henry VII Experiences, as well as JORVIK Viking Centre, which she and her team transformed with a new ride experience and the laying down of the replica Dig and glass floor in a new 'pre-show' area, creating a modern image for JORVIK in the 21st century. Under Sarah’s leadership the JORVIK Viking Festival too, has grown to a week-long celebration of the city’s Viking heritage and the Yorkshire Medieval Festival continues to flourish.

With over 20 years experience in the tourism industry, from working front of house at the newly opened Eureka! to managing two heritage centres in Barnsley, Sarah has spent her career championing tourism and heritage in Yorkshire, even though she’s not a native of these parts, in fact she grew up over the border in Lincolnshire. She has worked in the tourism industry in Yorkshire for over 20 years and has always kept the needs of the visitor at the forefront of her work, advocating excellence in customer service, accessibility and engaging visitor experiences.

Sarah has been invited to speak about her experiences, both in an academic and anecdotal fashion on a wide range of subjects from the Vikings of Jorvik to developing world class attractions at a number of high profile events across the globe, including visits to China, Thailand, Denmark and the UK.

Organisations Sarah is involved in:

Board Member - Destination Viking - A group dedicated to promoting the Viking history and heritage in Europe. Sarah is one of the leading members of this organisation and is always banging the drum for York’s place as one of the most important centres of Viking heritage, including inviting and hosting DVA’s AGM in the city.

Member of Steering Group - Illuminating York. Sarah helped to develop a Norse theme for the festival in 2013, including a specially commissioned light and dance piece outside JORVIK Viking Centre.

Lead Body for the Red Letter Nights ACE bid, supporting new event initiatives throughout the city over the next two years. Email:

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