Ürgüp, located 20 km east of Nevsehir, is the busiest of the towns in the vicinity of the Cappadocian sites. It's possibly the tastiest as well, but recent development has mushroomed leaving a grim legacy of poorly designed and serviced buildings. The road down into the town however does take you past some pleasant rock carved dwellings, accommodation and restaurants. It's worth wondering around the old town for a taste of what the place must have been like before we all arrived.
The town offers many services such as hospital and banking, which are a little scarce elsewhere in the area. It has many hotels and pensions of varying degrees of sophistication and several good places to eat. The town has also a certain night life with small bars and discos.
Today, tourism is the most important income for Urgup, 70% of its inhabitants are in tourism business. Besides that wine production is growing in the area, there are several cellars in the town that one can go for wine tasting as well.