San Diego’s Comic-Con 2026 is drawing massive crowds as Downtown transforms into a hub of installations, activations, and amplified branding from studios, with the Gaslamp District hosting growing cosplay and banners. Hotels across the region report tens of thousands of room nights and substantial spending across hotels, shops, theme parks, and restaurants, with millions in regional advertising and hotel tax projections. The San Diego Metropolitan Transit System has introduced the Magic: The Gathering event line and other transit adaptations. Brand partners like HBO Max are expanding immersive experiences, and other vendors are setting up activations. City advertising regulations remain mixed, with numerous immersive builds and hotel wraps proliferating despite rules and penalties. Organizers and local businesses emphasize Comic-Con's growing role as a cultural and economic engine as fans, workers, and residents adjust to the scale.