In situ combustion (ISC) is a primary technique used to enhance oil recovery in heavy oil reservoirs. By performing controlled burning of the oil in place, the heavy oil is expected to be lighter and easier to flow. Conventional studies mainly considered the viscosity reduction during this process. This ISC process may change the fluid-rock wettability. However, the role of wettability alteration is not well investigated during ISC. To fill this knowledge gap, we performed ISC and measured the dynamic surface wettability changes under different combustion temperatures. Furthermore, relative permeability curves were interpolated to quantify the effects of wettability changes in heavy oil recovery during ISC. This study revealed wettability change during ISC. As the temperature increases, the contact angle decreases. At firing temperatures of 200, 300, 400, and 500 °C, the rock wettability changed to hydrophilicity, with a stronger hydrophilicity observed at higher temperatures. However, at 200 °C, the hydrophilicity was not strong. This was due to the low-temperature oxidation of the crude oil at the combustion temperature of 200 °C, and the oxidized oil was attached to the rock surface, causing the rock wettability to become hydrophobic. Numerical simulation results demonstrated that the transition from oil-wet to strong hydrophilic wettability is favorable for oil recovery, resulting in an increased recovery factor of 8.75%. This confirms that wettability alteration in the reservoir is one of the main mechanisms for heavy oil recovery during ISC. These findings indicate the influence of reservoir wettability on oil recovery during the ISC process and contribute to further understanding of the ISC mechanism.