an 'ever more' saturated market

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Senior Member
Taiwan, Chinese
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?
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