Sergio Antonio Herrera is the Executive Director of Grupo PDA, which includes the digital platform Portal de América, PDA Magazine, and PDA Media & Consulting. With over three decades of experience, he is a leading figure in regional tourism journalism.

Herrera founded CIPETUR (Círculo de Periodistas de Turismo del Uruguay) in 1992 and was the first Executive Secretary of the Uruguayan Chamber of Tourism. He launched Uruguay's first specialized tourism magazine, RUTTAS, in 1986, which won the Gaúcho de Oro at the Festival de Publicidad y Turismo in Porto Alegre in 1988.

Over the years, Herrera has edited tourism supplements for major Uruguayan newspapers and hosted radio programs on prominent stations. His work has been recognized with numerous awards, including distinctions from the Association of Hotels and Restaurants of Uruguay (AHRU) and the Medalla al Mérito Turístico from PRENSATUR in Lima, Peru.

As an author, his book "Pluna, el riesgo de volar alto" was published by Penguin Random House in 2014. In 2021, he was recognized as a Leader at the World Summit on the Future of Tourism in Barcelona.

Since 2023, Herrera has been publishing PDA Magazine, reaching nearly 200,000 digital subscribers. His extensive contributions to tourism journalism make him a respected jury member of the Tourism Press Award.