For me, I like the adventure of a trip.
#1 would be to drive from the Atlantic to the Pacific, then up to the Arctic via the ALCAN Hwy, with various trails and exploration along the way, of course!
#2 would be a trip across the Trans-American trail. Something about crossing the US on mostly dirt intrigues me.
#3 would be an original continental divide trip similar to what was done by Land Rover.
#4 would be Moab. It's such a beautiful place and I've always wanted to wheel there.
I realize there is only 1 popular off road destination there, but I'm not much in rock crawling. I like hitting tough trails but am more into exploration. I've already driven the Rubicon, the Pepper trails in NM, Sedona, and a bunch of trails in Arizona and Colorado. I would like to start doing more long exploration type trips in the future.