A guidance display system includes an AR display device and a server. The AR display device includes a display unit and a display control unit configured to display, on the display unit, an augmented reality image in which an image of a virtual object for guidance is superimposed on scenery of a real world. The server is wirelessly connected to the display device. The server includes a theme park-specific character storage unit, a 3D model extraction unit, and a transmission unit. The theme park-specific character storage unit stores character information set for a theme park. The 3D model extraction unit extracts the character of the theme park set as the destination, as a virtual object for guidance. The transmission unit transmits the image data of the extracted virtual object for guidance to the display control unit of the AR display device.