This guidance system is provided with: an accepting unit which acquires a guidance request including at least a destination and image data from a user terminal; a guidance unit which, on the basis of vehicle information of a vehicle recognized from the image data by image recognition, acquires vehicle related information relating to said vehicle, and with reference to the vehicle related information and the destination, derives a ride suitability indicating whether the vehicle is suitable for traveling to the destination; and a response unit which reports a response including at least the ride suitability derived by the guiding unit to the user terminal.