I'm really looking forward to Skyrim. I didn't play TES before Morrowind, but played Morrowind and Oblivion both absolutely to death. The world is immersive, the characters relatively believable...moreso in morrowind, but...and the simple option to do whatever you want makes it a brilliant series for me. I became a fan just about the instant I started playing Morrowind.
Skyrim looks gorgeous, huge, immersive, and interesting. And as far as appealing to new gamers is concerned, a friend of mine has never once played an Elder Scrolls game and is excited for Skyrim because it looks neat.
And yes, dragons. That too. Considering it's the one fantasy RPG series to date that has had dragons as basically the ultimate teaser instead of actually giving you a chance to go one on one with one, it's interesting to the long time players because it's a new experience.
Plus, it's more elder scrolls; read the books in game(s), learn the lore, learn the history. It'll make you want more of it. That's what Skyrim is in a nutshell: More. More story, more lore, more history, more Cyrodiil, more everything.
Long time fans crave that, new fans attracted by the shiny graphics will learn to crave it.