Professor Dr.-Ing. Jonas Müller is the programme director of the bachelor’s degree programme in Culinary and Wine Tourism at THWS. Since the 2025/26 winter semester, students at the THWS Business School have been able to learn how tourism works in the region, how to market the region, and also what role wine and cuisine play in this. In an interview with Fokus Orange, Professor Dr.-Ing. Müller explains what fascinates him about viticulture and why Würzburg is the ideal location for gaining an understanding of regional tourism.
Published on 05 June 2026
How did you come to hold a professorship at THWS and in your department of Culinary and Leisure Management?
In fact, after finishing higher secondary school and obtaining my Abitur, I did my community service at a vineyard, where I worked with people with mental disabilities. Since then, my interest in viticulture has grown even stronger, so I went on to study this subject. This involved a number of stays abroad, for example at UC Davis in California and in Australia – and I realised that with viticulture, the world is your oyster. However, after several years at various international vineyards and working in the countryside, I returned to Geisenheim University to complete my doctorate. Following that, I spent several years as a research cellar master at the Neustadt Wine Campus and gained teaching experience through numerous theoretical and practical courses.
One can really sense your passion for viticulture. And you have been for many years now.
In viticulture, you learn to live in tune with the seasons. The work in summer is different from that in winter, which is ultimately what makes it so multifaceted. Furthermore, great importance is attached to the origin and the time, place and circumstances in which a wine is produced – as a result, you always end up with very different products. The wine industry is also increasingly shifting away from traditional wine sales towards an experience-based approach: you have to adapt to this, but that’s also what makes it so exciting.
What do students learn on the Culinary and Wine Tourism degree programme?
The degree programme focuses on tourism in the region and provides a broad overview of what the Franconia region has to offer. The topic of wine is, of course, very much a feature in Würzburg, but the field of gastronomy and wine is just one of three key areas that make this degree programme so special. Students also study cultural studies and tourism in general, enabling them to gain an interdisciplinary understanding of the regional tourism value chain, including all its stakeholders and networks. Furthermore, we are based at the THWS Business School, and all the key fundamentals of business administration are taught, just as in our other bachelor’s degree programmes. After all, it is also important to learn: what does it mean to run a winery or a catering business? Our graduates will, in their future careers, primarily be dealing with people, whether at a winery, in the hospitality industry or at a tourist information office.
Why do you consider Würzburg to be the ideal location for this?
Students should learn how a region functions, including its key players and how they work together, and how best to market that region. In this respect, Würzburg provides the perfect setting, as historically we have a wine metropolis unlike any other in Germany, with three top-class vineyards right in the city centre, a wine tourism attraction in its own right such as the Old Main Bridge, views of the premier vineyards around Würzburg, and the many wine-related experiences on offer in the city. The Franconian wine-growing region and its associations also recognised early on how important wine tourism and the development of the associated infrastructure are. The associations and people in the sector are therefore very interested and committed, and have made a vital contribution to the establishment of the degree programme.
Now that the first few months of the new degree programme are behind us – what is your assessment so far, and what are you looking forward to?
The process of setting up the network here in the region shows just how well the initiative is being received. With partners from the tourism, culture and hospitality sectors, I’m finding the door wide open, so to speak. Even though the curriculum is now in place, we naturally still have considerable freedom in shaping the new degree programme, and it’s great fun to bring it all to life – so we’re very keen to take on board feedback from the students in the very first cohort and can set priorities together. We’ve also already had lots of exciting field trips and talks from local organisations, such as Juliusspital, Bürgerspital, Brot & So, Schraud & Baunach, the Fränkischer Weinbauverband (Franconian Winegrowers’ Association) and many more. And there are still more exciting trips to come, including our international field trip to South Tyrol in July 2026: there, we’ll be looking at how this flagship Italian region approaches destination marketing. So things are set to remain exciting!
Culinary and Wine Tourism (B.A.)
The bachelor’s degree programme in Culinary and Wine Tourism spans seven semesters and combines economic, cultural and tourism-related content, with a particular focus on sustainability. During the foundation stage, you will learn the fundamentals of business administration, tourism and cultural studies. In the specialisation phase, you will deepen your knowledge in the areas of culinary arts, wine tourism and destination management. Theoretical knowledge is imparted through lectures, seminars and practical projects. An internship semester provides you with valuable insights into the professional world. International study options and field trips round off the programme.
Qualification: Bachelor of Arts (B.A.)
Admission: Numerus clausus (i.e. restricted admission)
Location: Würzburg, Münzstraße Campus
Faculty: THWS Business School
Mode of study: Full-time
Duration: 7 semesters (standard time to degree)
Language: German, partly English
Tuition fees: None (only semester fee, 182.10 euros)
Start of programme: Winter semester (1 October)
Application period: Annually from 1 May to 15 July