Visa has established a new sub-regional structure covering Egypt, Libya, and Sudan as part of its strategy to accelerate digital payments adoption and strengthen engagement with financial institutions, governments, fintech companies, and merchants across North Africa. The move reflects Visa’s continued expansion in markets undergoing rapid digital transformation and growing demand for electronic payment solutions.
The company said the new structure builds on more than four decades of presence in the region and is designed to bring operations closer to local stakeholders while supporting national priorities related to digitalisation, financial inclusion, and commerce enablement. The initiative also aligns with broader efforts to expand digital payment ecosystems across the North Africa, Levant, and Pakistan region.
As part of the restructuring, Visa has appointed Malak El Baba as country manager for Egypt, Libya, and Sudan. In her expanded role, she will oversee market strategy, business development, and execution across the three countries, with a focus on strengthening partnerships and accelerating the rollout of digital commerce solutions for consumers and businesses.
Visa noted that aligning the three markets under a unified operational framework will enable better coordination of initiatives and support the introduction of new payment technologies and services. The company aims to work closely with local partners to expand access to secure and efficient payment systems while supporting the transition from cash-based transactions to digital payments.
The development reflects broader momentum across emerging markets, where payment networks and financial institutions are increasingly investing in infrastructure and partnerships to support financial inclusion and digital commerce growth. As governments across the region prioritise digital economies, payment providers are positioning themselves to play a central role in enabling scalable and secure financial ecosystems.
