Just like there are random weekly mutations,why not make weekly event in one of the 15 zones in the game.If you remember when AGS introduced the PVP Reward Track first,Great Cleave was packed and there were alot of world pvp going on and overall was fun.
Every week a random zone will be chosen and doing PVP/PVE quests there will earn you more reputation,more pvp track points ,there will be a daily amount of umbral shards you can get etc.
For example Brightwood lore is centered around the Inquisition,so you can add a vendor who sells Inquisitor armor set/weapons skins -you can buy them depending on your territory reputation level or some other form of unique currency you get from doing pve/pvp activities.
I think this will improve the game and give more content for both pve and pvp players and will make the territories more alive.
Thank you for reading and tell me what you think and suggest something else if you think of.