Everyone enjoys a bit of entertainment, well almost everyone, the Religious faction don’t approve of alcohol, gambling or anything sexy. Your general population can however, be kept happy with the right buildings. Make sure you build restaurants and pubs in particular. To cater for religion you’ll need churches and eventually a cathedral. Keep an eye on how full buildings are. If they are constantly packed it is time to get another, you are liable to need several churches, for example.
Once you have electricity the options open up and you can construct movie theaters, night clubs and even a sports complex. Having plenty of things to do will have a big impact on your citizen’s general level of contentment and they’ll service the tourists, too.