Next step in space tourism: lunar swing-by flights?

So far, the main space tourism destination has been the ISS. Limited seat availability, long duration training, reluctance of ISS partners and cost between 20-40 millions dollars per seat has limited the number of space tourists that have flown so far.

Even after Commercial Crew program enters operational stage, it is not likely that ISS would be used as a major tourist destination. Commercial space station is still in conceptual stage and is not likely that it will materialize before the end of ISS or even after that. So first commercial/tourist flights will not happen before 2025. So what other attractions are available to near term space tourists?

Space Adventures advertised since 2011 circumlunar mission using Soyuz hardware with in-space docking with Blok-DM (TLI propulsion stage). Total mission price was estimated to $300 million ($150 million per seat). Now the problem with this type of mission is that it relies on old spacecraft design, which was never really tested beyond Earth orbit (although Soyuz was originally designed for lunar missions). Due to the frequent problems with Russian built space hardware it makes it really high risk mission.The combination or risk and cost proved to be simply too high.

Upcoming Falcon Heavy and Dragon V2 could bring the total mission price to $200 million even for fully expandable hardware, using almost none (or minor) spacecraft modifications. It could also increase number of seats from two up to seven. So average price per seat could match current ISS visit cost and provide bigger "fun factor" than ISS visit. By reusing Falcon Heavy booster stages and Dragon V2 vehicle, the price could potentially be halved to under $20 million per seat.

Why would such mission be more appealing than LEO/ISS visit? Value of going around the Earth in circles is limited. ISS would provide more space and privacy that being stuck in the ten cubic meter capsule. But lunar mission would provide more really exciting moments: for example really low flyby of the lunar far side (for example, going low to 10km above lunar surface) would provide exhilarating view primarily because of rougher surface features. The Earth rising moment is likewise a unique "feature" of such lunar mission that cannot be experienced in LEO or suborbital flights. Mission can also be extended by doing two or more aerobraking maneuvers before Earth reentry. This would reduce the deceleration profile and heat shield stress to the same level as normal LEO reentry profile, at expense of multiple passes through Van-Allen belts. Doing propulsive "brown-pants" landing of Dragon V2 at the last moments before touchdown would also provide additional experience.

The best part of this mission profile is that it would be much cheaper per seat than Soyuz mission, providing more space and entertainment for tourists. Training would be simpler and shorter, since no docking or ISS procedures would be needed. It would not require any space rendezvous or proximity operations, and other than radiation and anytime abort capability, would not represent significantly higher risk compared to normal LEO/ISS mission. It would also not require any agreements from space agencies (one of the issues with ISS visits), nor expensive Deep Space Network. There are additional Dragon V2 capabilities that could be developed to further increase capabilities: deep space communication (preferably using laser communication terminals), autonomous pulsar based navigation, and heat shield that could provide protection for reentry Mars/Moon return mission, test multiple aerobraking maneuvers instead a single reentry profile etc. But the best thing would be: it would provide more fun for less money.

Future missions could add lunar surface telepresence experience by providing remote control of pre-landed robots on the lunar surface, so that tourists have "something to do" during the cruise phases of their flight. Total training requirements (lets say two weeks) and mission duration of one week would fit much better to the schedule of wealthy people interested in such adventure.