The easy answer is Raids. And thats a big part for a lot of people.
The other thing might be twink projects for alt classes. Most classes have a "suite" of must have utility gear/items to give them an edge, and questing/farming for these packages can be fun before you even actually ROLL the alt class. You will obviously spend time getting these for your MAIN class as well.
Other goals might include obscure quests that involve heavy factioning, or tradeskilling in very particular ways in order to achieve. The prayer shawl line comes to mind...
Marketplacing, can also be a big thing people get in and out of for certain periods of time. This usually involves having a high end item goal in mind, and you have to raise lots of money in order to buy it.
Named farming is also a big thing people get involved in. Raiding obviously supplies best in slot items, but the game is rich with so many cool pieces of gear, that many of them can be targeted and hunted down without raid forces. +6 necks in western wastes are a perfect example of this. You don't need a raid force to kill the dragons that drop them, and while the item isn't best in slot, its good enough that you can feel confident in ignoring upgrades to that slot for a long time.
The goals and projects that you can occupy your time with are pretty deep, if you want to dial in and connect with the game more.
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