Tourism won't really be a thing until there's a permanent colony (and space travel is faster...), so there's really no money to be made on people. In the near-mid term it's all basically going to be 'resources' regardless if the cargo is animal, vegetable, or mineral, because any profit is going to be earth based.
Early profits will be those who sell the 'picks and shovels' (so to speak), and those who develop real estate. And it looks like spacex is targeting both...
