I enjoy the worldbuilding process that goes on behind my maps. Thinking of locations which are going to attract travellers, locations where great battles were fought, places that inspire imagination in others.

And something I have only recently been getting inspired by myself is the history of the land as shown in the map - young mountains are jagged, as they get older, natural erosion tends to round and smooth them. Rivers cut down through rising ground leaving behind canyons, etc. It's great to capture moments in a world with a map.