Urgup is one of the main base towns for exploring Cappadocia, along with Goreme and Avanos. It has a slightly more upmarket feel than Goreme — the old stone houses on the hillside have been converted into boutique hotels carved directly from the volcanic tuff, and the town centre has good restaurants and a lively evening atmosphere anchored by Cappadocia's own wine bars.
The fairy chimneys, underground cities, and rock-cut churches that define Cappadocia are all within easy reach. Göreme Historical National Park is ten kilometres away, Ortahisar Castle is five, and the extraordinary Greek stone village of Mustafapaşa lies eight kilometres to the south. Many tour operators run day trips from Urgup covering the main valleys, though renting a car or even walking gives you more freedom. The hot air balloon flights that have become synonymous with the region launch at dawn from fields near Göreme.