A really good starting place is to find a broth or stock you like, and cook the rice in that instead of water.
Herbs are great. If you're using dry, put them in the water before you cook, if you're using fresh, toss in after cooking.
Towards then end of cooking the rice, put in some of your favorite salsa, toss, and let sit for a bit.
Pesto is very good in rice.
Sautee some onions (and peppers if you like them), add a favorite curry blend, add the water and cook as usual. Serve with a chutney.