This paper focuses on Dutch families who moved to Hällefors municipality (rural Sweden) in the early 21st century. It discusses ambivalent discourses comparing pre-migration to post-migration life. As studied in this text, the direction of the move (north), the destination (a deprived municipality) and the structure for the decision process (a municipality and an agency deliberately attracting incomers) are novel aspects to existing studies of lifestyle migration. The paper aims to examine the migration process of Dutch lifestyle migrants in Hällefors and their ambivalent attitudes towards returning. The main question addressed enhances our understanding of the motivations for a possible move away from Hällefors. This question is addressed through a qualitative study, conducted in 2011. The findings suggest that spontaneous movers are more ambivalent than long-term planning migrants. This leads to the conclusion that the permanent-temporary binary of movement is less valuable for conceptualising this group of migrants.