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As you continue to push through end-game content and you raise your reputations with various groups, you unlock more quests that send you to the opposing faction's continent where you generally try to mess with them, gather intel on their movements, and, of course, kill a whole bunch of them. These quest lines are fun, but generally pretty short and don't actually propel you through much of the three opposing zones.
Congratulations on reaching Level 120! There are a myriad of new things to do. The first thing you should do is head to your faction hub ship where you have been doing your mission table quests and footholds to pick up and complete the quests necessary to unlock World Quests. World Quests will provide you an opportunity to grind reputation levels, acquire gear, and gather Azerite. There are tons of new things to do that we will cover in our Level 120 Battle Guide found here: Level 120 Battle Guide