Summary: We propose a novel image denoising model based on the total generalized variation (TGV) regularization. In the model, a spatially dependent regularization parameter is utilized to adaptively fit the local image features, resulting in further exploitation of the denoising potential of the TGV regularization. The proposed model is formulated under a joint optimization framework, by which the estimations of the restored image and the regularization parameter are achieved simultaneously. Furthermore, the model is general purpose that can handle various types of noise occurring in image processing. An alternating minimization-based numerical scheme is especially developed, which leads to an efficient algorithmic solution to the nonconvex optimization problem. Numerical experiments are reported to illustrate the effectiveness of our model in terms of both peak signal-to-noise ratio and visual perception.