The present invention provides a guidance system that makes it possible to provide, even to a user who does not operate elevating equipment, guidance in a building on the basis of the interests and concerns of the user. In a guidance system (1), a behavior information acquisition unit (15) acquires behavior information of a user on an arrival floor on the basis of an image photographed by a camera (12). A concern information acquisition unit (20) acquires, on the basis of the relationship between the behavior information and the arrangement and attributes of areas on the arrival floor, concern information representing a degree of concern of the user for each attribute. A concern information storage unit (21) stores the concern information for each user. When a user identification unit (14) identifies the user of elevating equipment, a destination presentation unit (22) presents, as a destination with priority, an area having an attribute with a higher degree of concern. The destination presentation unit (22) presents the destination on the basis of the concern information for the user, stored in the concern information storage unit (21), and attribute information for each area, stored in an attribute storage unit (13).