A tourist information guiding apparatus is provided with a tourist spot information storage storing image data relating to tourist spots in correspondence with character string data for sightseeing guide written in a plurality of languages, a monitor for displaying operation screens used to input various instructions such as the display of tourist information, a language receiving section for receiving the selection of a language via the operation screen on the monitor, a tourist spot receiving section for receiving the selection of a tourist spot, and a display controlling section for causing the monitor to display an image of the tourist spot selected by the tourist spot receiving section together with a character string for sightseeing guide written in the language designated by the language receiving section. A traveler can obtain tourist information in his native language at a travel destination by means of a tourist information guiding apparatus.