A vehicle approach informing device includes: an informing sound output unit mounted on a vehicle and configured to inform of approach of the vehicle by transmitting sound to the outside; a distance measurement unit to detect a current position of the vehicle and to measure a distance between the detected current position and a predetermined position; and a sound volume control unit configured to set a sound volume outputted by the informing sound output unit to a predetermined normal sound volume when the distance measured by the distance measurement unit is equal to or longer than a first distance, and to set the sound volume to a lower level than the normal sound volume when the distance measured by the distance measurement unit is shorter than the first distance.