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Now I'm not farming clusters or potions in Zandor or anything and just trying to progress the storyline but I've noticed Zandor is usually very dead. I see some people mentioning "z3" in chat, which I assume is zone 3 and the area that's furthest north? Maybe they're all there (my map isn't declouded yet)? Either way, why is everyone in Bojza and barely anyone in Zandor? I'd prefer to level up in Zandor as it seems I get more XP from there but right now everyone is in Bozja.
You get more mettle from Zadnor which allows you to rank up faster in the Southern Front. But... the CEs and skirmishes in Bozja provide more base job XP at a faster rate than Zadnor. Everyone else for the most part is already Rank 25. Thus, mettle has little to no value beyond ranking Honours. As a primary goal in the early expansion is to level up jobs to the new cap, people will be doing the content that does that the fastest.
I'm not sure it's less popular, but you got it right- almost everyone in Zadnor is in the top zone (z3), where levelling is just pretty convenient. 5 FATEs that constantly spawn, with a few more that spawn, and good CE spawning. Personally I prefer it over the much more hectic Bozja.