I would go with the climate, agricultural potential, coal reserves for industry, some gold (that always brings ‘em in), and sea access.
For younger sons of nobility it was a chance to avoid living of the generosity of the eldest or being poor. They could create their own estates.
For the working poor it was freedom from guilds and restraints and a chance for upward mobility.
For the religious a chance to worship as they wished and for some to build a society for God.
For the restless it was a chance to wander and explore. To go places no one else had ever been.
For the glory hounds it was a chance to gain fame and notoriety.