What steps could the devs take to better the Open World in XIV?

[Edax]

In Shadowbringers, the FATE system received an update in the form of bicolored gemstones. Which work as an almost GW2 like karma system, by completing FATEs in the Shadowbringers open world zones, you receive the gemstones, which you can turn in for various rewards. With this system I see alot of potential once it gets expanded into 6.0 zones and possibly even 2.0 zones and onwards. However, I feel that it's missing something. What would you implement to give players an incentive to engage in OW content?

Personally I would use the roller bettle race concept from GW2,(chocobo races in OW) or airship/sailing content to give players some spice of life.

The simplest answer is that the Open World needs to contain valuable things for the player to covet.