A visible light communication system includes: an illumination device which emits visible light including identification information; an information presentation apparatus which presents information to a person in a range illuminated by the visible light; an information terminal which receives visible light identification information; and an information recording medium which holds pairing information associating the identification information identifying the illumination device with connection information required for connection via wireless communication with the information presentation apparatus. When the information terminal is illuminated by the visible light, the information terminal refers to the pairing information held in the information recording medium to identify the connection information associated with the identification information included in the visible light, and establishes connection with the information presentation apparatus based on the identified connection information.