A transmissive display apparatus includes a transparent display panel, a display unit which projects a display light toward a display area of the transparent display panel, a ratio change unit which is provided to the display area, is configured to be capable of changing a light transmittance, and is configured to be capable of changing a ratio of a light quantity of a rear face reflected light reaching a viewpoint relative to a light quantity of a front face reflected light reaching the viewpoint, and a control unit which alternately switches the ratio change unit between a first state and a second state. The ratio change unit lowers, in the first state, the ratio by reducing the light quantity of the rear face reflected light that reaches the viewpoint in comparison to the second state. The light transmittance increases in the second state in comparison to the first state.