Get the passport stamped as you travel. Some border guards will not do this, but if you ask politely, and there is not a large line behind you, some officials may stamp a child's pretend passport. This will help him keep a record of where he has travelled, and will make him comfortable with the processes of travel.
Buy small stickers from the places you have visited to stick on the pretend passport. This will make the pretend passport look well-traveled. If friends or relatives go on holiday they can buy a sticker for your child, which will pique your child's interest in different places.
Encourage your child to write places that they would like to travel. He can do this on the back page of his passport. The front page could list places that he has already traveled to. This will develop your child's sense of imagination as well as encourage him to read about other parts of the world.
Take a photograph of your child and glue it inside the passport. Since this does not have to conform to regulations, it can be any photograph of your child. Draw a picture of a stereotypical traveller, with a bulging suitcase, and stick your child's head on the drawing. Be as creative with this as you like.