Just came back from playing Guild Wars 2 and it has thrown into sharp relief how empty the open world zones in FFXIV are. I feel this is a missed opportunity as the zones and mobs in the world are beautifully crafted, and if the Encyclopedia Eorzea is any indication, there is a rich amount of lore to be exploited in the world as well. I think the FATE and the hunt system can be retooled to solve this problem. I am under no illusions that these fixes could be implemented in time for Stormblood, but perhaps they could come in a future expansion.
Let's begin with hunts. I think the principle problem with hunts is the potential for exploitation and griefing. I think the solution here is to make hunts function more similarly to how they do in FFXII/FFXV. Require that players have the bills for all hunts in their inventory to initiate these hunts. Rather than having these mobs spawn on a timer, players will spawn then by using the bill from their inventory. Mark the spawn locations of these mobs clearly in the world or on the map, so that uninterested players can avoid them. These mobs should be made hardier and more mechanically interesting, and the reward system should be far more generous. Basically, people are going to zerg them anyway, so encourage this behavior instead of allowing the playerbase to complain about early pulling, getting no credit, etc. Reward players for tackling these in larger groups, and make them unclearable without a lot of people. Coupled with greater rewards, I think this could make hunts viable endgame content.
Onward to FATES. FATES suffer from some of the same problems that hunts do, but also some more unique issues. Again, the rewards and difficulty of boss fates should be increased. Futhermore, I think that tying fate bosses to meta-events as GW2 does would encourage players to remain in zones in order to spawn these bosses. Additionally, FATES are sort of disembodied, isolated pieces of content as they currently exist. I think that telling a story for a zone, tied to the aforementioned meta events, would make the fates themselves and the zones they reside in compelling for reasons entirely unrelated to the reward system. The fates should be more than a text blurb and a wall of mobs we throw ourselves at. They should feel like actual events in the world of Hydaelyn.
Thanks for enduring my lengthy post. Hopefully this stirs some discussion, and even if not implemented anything like what I've outlined, it can spur to devs to do something even better.