An attention calling system for a vehicle, which is capable of performing an alarm by presenting tactile information while causing a driver to have a feeling of being convinced and a feeling of trust, thereby making it possible to effectively and appropriately call attention of the driver. In the attention calling system according to the present invention, the attention level of the driver is estimated, and an abnormal behavior (unstableness) of the vehicle is detected. Then, on condition that the estimated attention level of the driver is lower than a predetermined level and the abnormal behavior of the vehicle is detected, the tactile information is presented to the driver as an alarm for calling attention of the driver.