The ferry ride between Thanalan and Limsa could use some sprucing up too to be honest. Aside from the intense lack of landmarks or things to see, the water is horrendously unconvincing. There's no illusion of movement and it's really disorienting. There could also stand to be a bit more to do or perhaps even a shop on board for fishing like in XI.
That all kind of ties into making the zones more unique. Really there needs to be something that differentiates the various sections of a region. Western Thanalan, Southern Thanalan, etc. all need to be a bit more unique. There are some landmarks you'll see only in those areas but nothing to really make you think "I'm in this part of Thanalan."
I think it'd also be nice to have a few larger camps here and there with more than just the facilities NPC and a single guard. That kinda fits in with the suggestion of making towns Aetheryte points though.
Key phrase I guess is, "More variety!"