Edutourism initiatives in Malaysia started in 2015. It was envisaged that edutourism will affect all actors positively. However, the outcome is less than expected. The study investigates the challenges faced by the public universities in materializingedutourism initiatives. Primary data was collected through interviews with the operator/players in selected public universities. The major hindrances to edutourism are related to the readiness of academicians involved in edutourism projects, lack of incentives, and universities policies and procedure. This study contributes to an in-depth understanding of challenges in organizing edutourism. The findings would lead to further improvement of edutourism initiates and efforts.