Some examples: Axiom Space [1] plans to send three private passengers to the ISS on 2021, as well as adding their own commercial modules to the ISS. Tom Cruise seems pretty set on filming his next movie in space too [2].
Furthermore, if the Starship [3] project is successful, space is going to become _cheap_, perhaps even to the point that anyone in the upper middle class might be able to purchase a ride.
Exciting times.
[1] https://www.axiomspace.com/
[2] https://www.theverge.com/2020/5/5/21248460/nasa-tom-cruise-m...