An objective of the present invention is to make it possible to obtain, with a simple operation, a target route for autonomous travel suited to, for example, a user's sense of values. A target route generation system for a work vehicle includes a storage part 30A that stores basic data necessary for generating a target route P for autonomous travel, a priority item selection part 34 that prompts selection of a priority item with regard to generation of the target route P, and a target route generation part 30D that generates the target route P based on the basic data and the selected priority item.