jea, there is lots to do besides the story, like doing areas on 100% means, all quests. all points of interests , all vistas (its sometimes a jumping puzzle thingy.) and skillpoints (mostly just killing a strong enemy.)
if u made all in one area u get some good items. u also get good items if u get the full world on 100% (means u must have every area on 100% its lots to do. and still challenigin because u get downlvld in every area.)

it has a few diffrent items, but in GW2 is all about the skin of it. how good it is doesnt much matter, it must look cool.
actually u can get the best armors over 4 ways :
Craft it for yourself (there are 3 craft jobs for light,medium and heavy armor)
buy it in the trading post. (auction house, not cheap!)
Make dungeons, for dungeon u get tokens (full dungeon run are 60 tokens.) then u can buy armor and weapons for the tokens, one armor part need 180-310 tokens, so u must do the dungeon alot!
and, doing lvl 70+ areas on 100%. (just 5 or 6) where u get also some good armor. (i sold the stuff i got there ^^)

if its still not enough, u can go up for a legendary weapon, they have a unique skin with animations and stuff (they just look awesome.) but it takes months to get all the stuff u need for a legendary weapon! (f
or a guy who plays 12 hours a day too.)

and they keep adding dungeons and armors ;)


did i already said the classical Tank , healer , dd system doesnt exist in GW2? there are no "tanks" or "healers" every class can do everything so it absolutley doesnt matter which classes u take to go into a dungeon. some people dont realise it and search in the chat for a tank ^^