One of the primary ways that the SDTMD works to bring visitors to San Diego, and increase room night stays, is through the direct funding of contractors for various events and programs. Funding is requested through the annual application process. The following contractors were awarded funding for FY2019.
| Entity/Purpose | Allocation |
| San Diego Tourism Authority (SDTA) | |
| Sales & Marketing | $36,672,996 |
| Seasonal Events | $500,000 |
| Holidays | $500,000 |
| Family Market | $1,500,000 |
| Active Lifestyle | $2,000,000 |
| Mexico | $500,000 |
| Total SDTA | $41,672,996 |
| Entity/Purpose | Date | Allocation |
| Best Coast Beer Fest | Mar. 9, 2019 | $60,000 |
| California Police Athletic Foundation | June 2019 | $75,000 |
| California State Games | July 12-15, 2018; Feb./Mar. 2019 | $175,000 |
| Extreme Sailing | Oct. 18-21, 2018 | $250,000 |
| San Diego Bay Wine & Food Festival | Nov. 11-18, 2018 | $74,500 |
| San Diego Bayfair/Thunderboats | Sep. 14-16, 2018 | $95,000 |
| San Diego Bowl Game Assoc.— Holiday Bowl | Dec. 2018 | $375,000 |
| San Diego Bowl Game Assoc. — Navy vs. Notre Dame | Oct. 27, 2018 | $200,000 |
| San Diego Crew Classic — Spring | Apr. 5-7, 2019 | $250,000 |
| San Diego Gaelic Athletic Association | May 24-26, 2019 | $25,500 |
| Surf Cup — Thanksgiving Challenge | Nov. 21-25, 2018 | $40,000 |
| Surf Cup — ECNL Girls | June 25- July 1, 2019 | $80,000 |
| Surf Cup — Man City Americas Cup | May 24-27, 2019 | $40,000 |
| Surf Cup — US Summer Soccer Showcase | June 17-30, 2019 | $500,000 |
| Swoop Challenge | Sep. 15, 2018 | $50,000 |
| USA Ultimate Frisbee | Oct. 18-21, 2018 | $30,000 |
| USTA Billie Jean King Girls National Championship | Aug. 4-12, 2018 | $50,000 |
| TOTAL | $44,042,996 |