Universities influence the demographic and social landscape of a city, which has an impact on neighbouring areas. This study analyses migration patterns within the Umeå labour market region and identifies areas that are particularly attractive. By understanding these patterns, we can gain a better understanding of different groups, which can help with planning and attraction strategies in a municipality. Although the study shows a clear trend towards urbanisation, there are also tendencies towards suburbanisation. Couples with children are the group mainly moving out of the urban center of Umeå to the countryside, while singles/couples without children are the group attracted to the urban center. The differences in the migration patterns between the different groups suggest that individuals have different push and pull factors. Looking at family disposable income and labour income also reveals pattern that are supported by theories and earlier research. For example, the rural idyll and slower pace can be seen as influencing decisions. This may also be useful to explore in the future, given the change in behavior following the covid-19 pandemic, where interest in the rural areas has increased.