Objective: This study investigates the willingness of students in Beijing municipal colleges and universities to enroll in the urban and rural residents’ basic medical insurance (URRBMI) and analyzes the feasibility of including the group into URRBMI and main influencing factors, to provide evidence for policy implementation. Methods: A questionnaire survey was conducted among students from three Beijing municipal colleges and universities. Logistic regression analysis was employed to identify factors influencing their willingness. Results: A total of 3380 questionnaires were valid. Among the respondents, 71.78% expressed willingness to join URRBMI. Those who were unwilling to participate in URRBMI were predominantly from non-medical universities and students with Beijing household registration. Logistic regression analysis revealed that factors associated with unwillingness to participate in URRBMI included enrolling in non-medical universities, being covered by residents’ medical insurance or other commercial insurance, having knowledge of public-funded medical policies, and experiencing unreimbursed medical consultations in the past year (P < 0.05). Conclusion: College students should be integrated into the URRBMI system promptly. Policymakers should design financing and reimbursement schemes tailored to college students’ needs, enhance health management capabilities and insurance literacy of college students, and implement enrollment based on student status to eliminate duplicate participation.