Jürgen Geier

The Village Guide with Heart and Humour

ramin is made up of several neighbourhoods with curious names that have evolved over time through the imagination of its residents, such as the affectionately nicknamed “Betlehem.” The person who knows every corner and every story behind these places is Jürgen Geier, Tramin’s village guide.

With expert insider knowledge, a deep love for his hometown and a wonderful sense of humour, the certified tour guide introduces visitors to the village he calls home.

“No one knows Tramin, its hidden corners and its wines better than Jürgen Geier!”

praises a local hotel. And indeed, as soon as you round the bell tower of the parish church, you’ll likely be greeted by his warm smile.

“Tramin is much more than a holiday destination,” says Jürgen.

To him, the wine village is a lively, charming and genuinely welcoming place, rich in history, tradition and authenticity. Although Tramin has embraced modern times, it has never lost the character of a classic wine-growing village. That is exactly what Jürgen wants to share with his guests—not simply facts and dates, but stories, encounters and special places.

His journey to becoming a village guide began thousands of kilometres from home. During an extended trip through Singapore, Thailand and China, he discovered fascinating cultures, people and ways of life, always accompanied by local guides who shared their homeland with great passion.

“I found that so inspiring that, when I returned home, I decided to become a tour guide myself,” he recalls.

Some time later, he also completed an extensive sommelier training programme. Growing up among vineyards in Tramin, wine was naturally always part of his life. But Jürgen wanted to explore it more deeply.

“I wanted to understand wine in all its dimensions—to see it, smell it, taste it and truly experience it. Only then do you realise how much knowledge, craftsmanship and nature are contained in a single glass of wine.”

Today, he brings these two worlds together perfectly: wine and culture. As a certified sommelier and South Tyrol’s ambassador of taste, he introduces visitors not only to the remarkable diversity of Gewürztraminer but also to the people and stories behind every bottle. For Jürgen, enjoyment means much more than good food or an excellent glass of wine.

“True enjoyment means taking your time. It means understanding how a product is created, getting to know the people behind it and recognising how closely everything is connected to nature, the seasons and the landscape.”

During his tours, Jürgen takes visitors on a journey through historic farmhouses, ancient wine cellars and medieval frescoes. From the sun-drenched vineyards to the charming alleyways in the village centre, every place comes alive through his stories. He particularly enjoys guiding visitors through St. Valentine’s Church along the South Tyrolean Wine Road and St. Jacob’s Church—two quiet treasures filled with history and art.

“The transition from the Romanesque to the Gothic period is one of the most fascinating chapters of the Middle Ages,” he explains enthusiastically.

The frescoes and architecture still reveal those remarkable changes today. Above all, the famous mythical creatures in the Castelaz frescoes continue to fascinate him every time he sees them.

“History could hardly be more captivating.”

And although Jürgen has been leading tours for many years, no two are ever the same.

“Every group is different. Every guest has different questions and interests.”

That is exactly what he loves about his work. Many conversations develop that go far beyond a traditional guided tour. He especially enjoys meeting guests again years later, when they tell him how vividly they still remember their time together in Tramin.

“Some of them simply want to share a glass of wine with me and reminisce about the wonderful memories.”

Perhaps that is what makes his tours so special: visitors experience Tramin not as tourists, but as friends of the village.

For Jürgen, that is the truest form of hospitality.

“I hope our guests come to see Tramin as a place that feels like home—a place where they can relax, savour the moment and enjoy a truly happy time.”

And that is exactly what often happens. Many arrive as tourists—and leave as friends and enthusiastic admirers of Tramin.

(Interview  Erica Furini)
July 2026

Join the Experience!

Every Thursday from April to October at 5:00 p.m., starting at St. Valentine’s Church, and every Wednesday from March to October at 4:30 p.m., Jürgen leads his guided village tour “Tramin – Home of Gewürztraminer.”

The meeting point is the bell tower of St. Quiricus Parish Church.

To join, simply book by phone or WhatsApp with Jürgen at +39 349 6175468 and spend around two hours exploring Tramin’s picturesque streets, churches and historic wine cellars—a delightful short escape full of stories, culture and wine.

The guided tours are available in German only.