By Analou De Vera The private sector plays an important role in developing the country's tourism industry, the Department of Tourism (DOT) said Tuesday. Tourism Secretary Bernadette Romulo-Puyat (CZAR DANCEL / MANILA BULLETIN FILE PHOTO) "The private sector plays a vital part in developing our tourism infrastructure and enhancing our products. It is a priority that we collaborate with them," said Tourism Secretary Bernadette Romulo- Puyat. Recently, the DOT has launched a new campaign called "Malling is More Fun in the Philippines” in collaboration with the SM Prime Holdings' SM Supermalls. Puyat said the campaign "sets the tone on how the government and the private sector can successfully work together to boost Philippine tourism and its offerings." She added that shopping is also a tourism product with great potential to generate revenue for the country's economy. "For the tourism sector, shopping is no longer a secondary activity but is in fact an integral part of the tourist experience," the tourism chief said. As part of the said campaign, locals and tourists are invited to participate in different events and activities in SM Supermalls. "SM has been generous in helping DOT not only promote our 'More Fun' ad campaign but also providing tourists a fun experience. While the sheer size of some of SM malls has always been a source of amazement, what has become more important is the breadth of services it offers to locals and tourists alike," said Puyat.