Urgup is a modern town catering to the needs of tourists as well as a market town for the whole area on Saturdays.

Urgup has grown enormously over the last twenty years or so in response to the needs of tourists, and is now a major shopping centre especially for carpets, jewelry, antiques, leather, ceramics, and hookahs. A permanent handicrafts market offers a variety of souvenirs and the Turkish Bath (hamam) is geared to the needs of tourists as well as locals. Urgup has some lively nightlife with a theatre, discos and bars offering Turkish evenings of food, drink and traditional dancing. Around Urgup the long standing Ottoman and Greek tradition of wine making continues. Many wine shops offer free wine testing all year round and a Wine Festival is held every year in the first week of June.

The old dwellings of Urgup are now principally used for storage and stabling but there are still some strikingly beautiful houses of Greek and Ottoman origin to be found and in the streets winding away from the town centre many locals are living their lives in the old traditions.