This study develops a theoretical concept of how regional cultural values develop, manifest, and become visible in regional images. Moreover, it tests the impact of regional images on attracting interregional migrants. Specifically, we test whether the values held by inhabitants of particular regions can explain variances in intra-country migration. Analyses are conducted on data collected from official statistics and from the European Social Survey on the level of European NUTS 2 regions. Cultural values are measured using a selection of items from the Human Value Scale developed by Shalom Schwartz. Analyses show that independent from unemployment rates, economic prosperity, and the degree of urbanization, net migration rates are dependent upon the cultural values held by the inhabitants of a region. Individuals are more likely to migrate to regions where inhabitants adopt hedonistic values and a certain degree of ‘social indifference’.