A vehicle parking assist system includes: a camera; a first vehicle guiding section that recognizes the position of a power transmitter external to a vehicle based on the image obtained via the camera to guide the vehicle to the power transmitter; a power receiver that receives electric power from the power transmitter in a non-contact manner; and a second vehicle guiding section that guides the vehicle based on the electric power received by the power receiver. The control section executes a process of stopping the vehicle when the electric power received by the power receiver from the power transmitter does not satisfy a first condition, even after the control section has caused the vehicle driving section to move the vehicle beyond a predetermined distance after the first vehicle guiding section becomes unable to detect the position of the power transmitter based on the image.