Visa Strengthens Digital Payments Push in North Africa with New Sub‑Regional Leadership

Global payments technology company Visa announced the establishment of a new North Africa sub-region to integrate its operations in Libya, Sudan, and Egypt. Founded in 1958, Visa has facilitated secure transactions between consumers, businesses, and financial institutions across more than 220 countries. This move is part of Visa's plan to expand its presence in developing countries and accelerate digital growth in Africa.

Malak El Baba has also been appointed as the Country Manager to oversee the most recently developed sub-region, as she has extensive experience in digital innovation and financial services, having served as the Marketing Director, North & Francophone Africa, in 2012, and as the Country Manager in Egypt in 2020. 

The appointment of Malak El Baba is seen as a strategic move to further achieve Visa's goal of facilitating online transactions and payments in markets that are quickly adopting financial technology. With over 40 years of experience in this area, the program is anticipated to expand to achieve greater financial engagement, empower small enterprises, and facilitate North Africa's shift to cashless societies.

The corporation stressed that by being closer to customers and stakeholders, this new organizational structure will allow faster innovation and growth in digital commerce.

Given Visa’s digital growth over the years, its determination for this project is to connect the world through innovative, reliable, and secure payment solutions, enabling individuals, businesses, and economies to thrive.