The fluorescence of Au and Ag atoms in Ar and Kr matrices is investigated as a function of the excitation wavelength in the UV and VUV range. The occurrence of a fluorescence of the dopants during excitation into the exciton bands of the matrices demonstrates the existence of energy transfer from the solid host to the embedded metal atoms. The emission spectra after exciton and inner-shell excitation, respectively, as well as the temperature dependence of the emission yield show striking similarities. From this it is concluded that the exciton trapping leads to an excitation of the same inner-shell states that are also populated by direct inner-shell excitation of the metal atoms.