To provide a visitor guidance system for large scale facilities, such as airports, which can smoothly, surely and comfortably guide visitors, even in busy seasons without incurring large fee for capital investment and maintenance.

In the visitor guidance system for large scale facilities, such as airports, location information on an e-tag and e-tag information stored in the e-tag are recognized, and the relation information between the recognized location information and the e-tag information is acquired from a server via a communication network to display a guide, based on the acquired relation information. Guide display apparatuses which have display objects that can display signs, notations, characters or figures, and combinations thereof, which indicate guide directions for visitors, are arranged at appropriate intervals, and an e-tag reader is installed directly or indirectly on the guide display apparatuses. Corresponding to e-tag information of each visitor, the display objects are displayed.