by Cassie Forsythe
Tell us a little about yourself.
I grew up in Sandakan, Sabah. As a child, my dream was simple. I wanted to become a teacher. But as I grew older, I began to understand what I truly wanted and what makes life feel meaningful.
When did you start creating content and what got you interested?
I started creating content in 2012, beginning on Facebook before becoming more active on Instagram in 2016. Since then, I have taken content creation more seriously and continue to do so today. I enjoy sharing real experiences about interesting places, local food, and culture. Through these experiences, my passion for content creation grew naturally.
What was a turning point for you to realise that you want to diversify into opening a Tour Agency.
The turning point came when more and more followers began asking about travel packages, trip arrangements, and booking assistance. That was when I realised I was not just sharing content, but I could actually help people travel in a safer, more organised, and more meaningful way. This realisation led me to establish Mem Umie Jalan-Jalan Travel & Tour.
Any challenges you faced?
One of the main challenges I faced was building public trust from the very beginning. It is not easy to start something new, especially when it involves responsibility for customers’ travel and safety. It requires time, effort, and consistency to prove commitment and credibility.
What has been the most memorable moment so far?
One of my most memorable content creation projects was the launch of a day trip package to Selingan Island and Pulau Bakungan Kecil in Sandakan, which was also one of my earliest projects after establishing Mem Umie Jalan-Jalan Travel & Tour (MUJJT).
Through this project, I combined my role as a content creator and a travel operator to introduce the natural beauty of Sandakan to a wider audience. The response, especially from travelers from Peninsular Malaysia and overseas, has been incredibly encouraging and remains a proud milestone for me.
What do you enjoy most about what you do?
What I enjoy the most is seeing people happy when they get to experience and appreciate the beauty of Sabah. Whether through its culture, local food, or authentic experiences. What I do allows me to share stories about Sabah and introduce it to more people in a closer and more meaningful way.
Balancing content creation and running a travel agency. What is a tip on how to ensure both are balanced and well serviced?
The key to balancing both is to make content creation an integral part of the travel agency’s daily operations, rather than a separate task. Every trip and customer experience can be turned into authentic content.
With proper time management, discipline, and an organised workflow, both roles as a content creator and a travel agency operator can complement each other without compromising the quality of service for customers.
Top 3 places you encourage ppl to explore. (In Sabah). Or an activity to try.
1. Sandakan – Island hopping to Selingan Island and Pulau Bakungan Kecil, areas that remain naturally preserved, including unique attractions such as mud volcanoes.
2. Kota Belud – Offers a combination of rivers, hills, paddy fields, and the sea, with breathtaking views of Mount Kinabalu from a single location.
3. Tambunan – Surrounded by hills and beautiful waterfalls, perfect for nature lovers and adventure activities.
We all love food!
What are your top three must-eat dishes or favourite places to eat in Sabah?
1. Sandakan Seafood – Fresh and flavorful, among the most famous in Sabah.
2. Linopot – A traditional and unique local dish, a must-try to truly experience the local culture.
3. Sipitang Satay – A famous Sabah satay rich in flavor, highly recommended for local food lovers.
Discover Sabah through Mem Umie Travels.
I Am Series brought to you by Hello Sabah.
