Public universities have recently struggled to maintain operating costs due to a budget reduction from Federal Government. Thus, universities must diversify their revenue streams by utilizing the land as one of their valuable assets. However, since the university is not a for-profit institution, it is difficult for them to generate income from land use. This study examines the challenges that universities encounter when managing the usage of their land for the purpose of generating income. The challenges are determined using content analysis of secondary data and the result of this study has identified the four main challenges. Keywords: University Land, Income Generation, Managing University Land Use eISSN: 2398-4287 © 2022. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open access article under the CC BYNC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians/Africans/Arabians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI:  https://doi.org/10.21834/ebpj.v7i21.3744