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 FY2018.
| Entity/Purpose | Allocation |
| San Diego Tourism Authority (SDTA) | |
| Sales & Marketing | $31,987,785 |
| San Diego Sports Alliance Sponsorship | $739,700 |
| China Market Development | $1,000,000 |
| Los Angeles Leisure Market Stimulus | $1,000,000 |
| Balboa Park Co-op Program | $1,000,000 |
| Total SDTA | $32,727,485 |
| California Police Athletic Foundation | $50,000 |
| California State Games | $150,000 |
| Century Club – Farmers Insurance Open | $100,000 |
| Extreme Sailing | $400,000 |
| San Diego Bayfair – Thunderboats | $95,000 |
| San Diego Bowl Game Association | $300,000 |
| San Diego Brewers Guild – Beer Week | $74,900 |
| San Diego Crew Classic | $200,000 |
| Surf Cup Sports – US Soccer | $500,000 |
| TOTAL | $37,597,385 |