A power transmitter according to an aspect of the present disclosure includes a first coil to wirelessly transmit power to a second coil of a power receiver; a converter to receive direct current (DC) power, convert the DC power into alternating current (AC) power, and supply the AC power to the first coil; and a controller to execute power control for causing power supplied to a load to approach desired power. The controller executes frequency control of the AC power and at least one control of phase shift control of the converter and voltage control of the DC power as the power control. When the power supplied to the load cannot be caused to approach the desired power by the frequency control, the controller executes at least one of the phase shift control and the voltage control.