Since the name of the game is “GUILDWars” i think it should evolve more around guilds.
For example,
Guild halls:
A fort that you can upgrade and advance with, maybe they could be located in a second WvW zone, A GuildVGuild zone where you could bash down other guilds houses and keeps and such
Guild turnaments (Structured PvP for guilds)
And something need to be done to the profits of joining a guild.
Its really hard to get anyone to join.
But one idea i have is, what if guilds worked with Guesting between servers and you could for example start an entirely swedish guild because the amount of people wouldnt be just the swedish people on just your server (Maybe 2000 people or so)