A direction-recognizing apparatus has a photographing unit, an image database, an image-recognizing unit, and a direction-recognizing unit. The database stores registered images and direction-data items associated with the registered images. The image-recognizing unit receives an input image and compares the input image with the registered images stored in the database. The image-recognizing unit selects one registered image that is identical or similar to the input image. The direction-recognizing unit recognizes a direction from the direction data associated with the registered image selected by the image-recognizing unit. The database may store N direction-data items associated with N surface segments SN of the circumferential surface of a pole. If so, the images registered in the database represent direction-recognition regions ASN that are larger than the N surface segments SN.