Visa has established new sub-regions covering Egypt, Libya and Sudan as part of its regional operations structure to support the adoption of digital payments and expand engagement with governments, financial institutions, financial technology companies and merchants, according to an emailed press release.
The move builds on Visa’s more than 40-year presence in the region and aims to bring the company closer to its customers and stakeholders.
Visa said that through the new structure, it will support national priorities related to digital transformation while working to enable financial inclusion and commerce across the North Africa, Levant and Pakistan region.
Visa has appointed Malak El Baba as country manager for Egypt, Libya and Sudan.
In this role, she will oversee strategy, business development and local market execution for the three countries.
El Baba previously served as Country Manager for Egypt, leading several initiatives and supporting the development of new business lines and partnerships.
Visa said her expanded authority will allow the company to coordinate efforts across the three markets and provide digital commerce solutions to consumers and businesses in Egypt, Libya and Sudan.
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