(1) Lunar holidays for the ultra-rich. (2) Entertainment industry–reality TV shows filmed on the moon. (3) Professional sports–first ever professional [insert your favourite sport here] game/match/race/etc on the moon. (4) Oh no, China's lunar base is bigger than ours, we have to build one even bigger in response! (5) Scientific research – e.g. can mammals reproduce in lunar gravity?
> The ISS seems to have outlived its usefulness and is scheduled to be de-orbited in 2030. There's a successor planned, but it's much smaller
There is more than one successor planned. And I think with SpaceX Starship, launching much larger stations/modules is becoming a very real possibility. Once Starship is demonstrated to be operationally viable (not quite there yet but could happen this year), a lot of current plans will change, since the mass and volue budgets suddenly get a lot bigger.