an 'ever more' saturated market

[gloria_taipei]

Hi everyone,

I can find the definition in the dictionary but I am not quite sure that's what it means in the sentence here.

"In an ever more saturated market, the fundamental task of destination management is to understand how a tourism destination’s competitiveness can be enhanced and sustained."

Does "ever more" still mean "all the time" here? Is the tourist market saturated all the time?

 

[Copyright]

ever more = increasingly. It's becoming more saturated as time goes on.

 

[gloria_taipei]

ever more = increasingly. It's becoming more saturated as time goes on.

Now, that makes more sense! Thanks a million!