Tourism?
The next person on the Moon may well be privately funded anyway. I would be willing to bet that the next person to fly around the Moon will be.
If I were rich, I might be able to talk myself into a sub-orbital flight, maybe even orbital...but a several-days-long trip to the moon? In what would undoubtedly be rather non-luxurious conditions? I dunno. I think I'd honestly rather find a nice beach somewhere...and that's coming from a space fan.
Now, if I was going to the moon to *work* that would be a different story. But realistically, what would I do there?