SITA names Selim Bouri as President - MEA; Hani El-Assaad exits

SITA, a leading air transport IT solutions company, has announced the appointment of Selim Bouri as the new President for the Middle East and Africa region.

In his new role, Selim succeeds Hani El-Assaad, who has stepped down after three decades of service to the company. Selim brings approximately 25 years of leadership experience across the aviation, telecommunications, and technology sectors in the emerging markets of the Middle East, Africa, and APAC regions. Prior to this appointment, he served as Vice President and General Manager, Head of Middle East, Africa, and Asia at Airbus Defence and Space for around four years. His previous roles include Vice President of MEA at Airbus Group, Chairman and CEO of Cassidian Beijing, Director and Head of MEA & Turkey at Kapsch CarrierCom, Sales Leader for Western Europe and North Africa at Powerwave Technologies, and Sales Director for MEA at Nortel.

Academically, Selim holds a Master’s degree in Aeronautics, Aviation, Aerospace Science and Technology from ISAE-SUPAERO, as well as an executive program in Leadership, Strategy, Business Administration, and Management from IMD. He also holds a certificate in Software Considerations in Airborne Systems and Equipment from Bureau Veritas.

Welcoming Selim to the leadership team, David Lavorel, CEO of SITA, said, “This regional leadership change comes as SITA expands its reach and capabilities, opening an exciting new chapter for our company, where the Middle East and Africa are absolutely integral. The Executive Team and I are excited to have Selim on board and look forward to his contributions in driving SITA’s future growth.”

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Selim also expressed his enthusiasm, stating, “I am thrilled to be joining SITA’s leadership team and eager to apply my understanding of the Middle East and Africa region’s unique complexities to seize new growth opportunities. The appetite for technological innovation is at an all-time high across the region. SITA’s cutting-edge solutions will be crucial in helping airports, airlines, and governments stay ahead of the curve and in fostering a digital transformation in areas still ripe for technological advancement.”