Firstly, I love Guild Wars 2 even with its bugs, the team at ArenaNet have done a great job.
Now, I’m not normally one for making suggestions, and you may have already thought about this… But I’ll throw it out there anyway 
.
.
[Lore Enriched Items]
I feel like a lot of the weapons/items in game at the moment could do with a little story. Even a few words like “This sword was used by -character name- in the battle of -name-, he took down many foes before defeat.” written in the tool tip box would help give some depth.
For legendary weapons, perhaps the final stage of forging could be done at somewhere more immersive than the middle of town. Perhaps deep underground or high atop a mountain at an Ancient Forge of the Old Gods. Then in the tool tip a passage could be noted in relation to it.
.
.
[Side Stories]
Almost every player enjoyed the Personal Story aspect of the game, and even though the Dungeons and Events have some story to them. I think what would be nice is to have some end game Side Stories, they could open up once you reach lvl80 and be reasonably hidden through-out Tyria perhaps, always ending with a semi-unique weapon or armor skin.
These of course would not be race specific, and each story could be done in any order.
Perhaps one or two stories could in fact be Order/Faction unique. I felt a little detached from my Order when the Pact story arc came into play and I think this would help people remember who they are as a player.
Story length could vary, it wouldn’t have to be long, just something to keep the lore moving and also help the community come together more as they find these stories through-out Tyria and spread the word. You could save money by making the voice acting occur outside of cinematic’s to avoid rehiring the player actors as I know that isn’t cheap.
.
.
Semi-unique Rewards
I know the ArenaNet team is very busy working on content and trying to rid the world of bugs. This is why I have said semi-unique instead of completely new. It makes quite a different to players to have something as simple as an alternate color version of a weapon or that same weapon you’ve seen before except now with a new Pommel design. Some cloth hanging down at the grip. That same pair of gloves except now one side is a different already existing glove model. Shoulder armor combinations. An eye-patch, a feather in your hair. Even the simplest things can make something feel special.
.
.
Thank you for taking the time to read, if nothing else I hope I inspire some thoughts and ideas.
Cheers! 
(edited by Reganov.3569)