The present invention provides a running control device for an industrial vehicle which generates no speed change shock when the traveling direction is switched to the opposite direction by the forward-reverse selection member during the running of the vehicle. The running control device comprises a forward-reverse selected direction detection sensor which detects the selected traveling direction, a transmission which has a forward clutch and a reverse clutch that switch the traveling direction between the forward direction and reverse direction, and which transmits the driving torque of the engine to the driving wheels via the clutches, a brake which applies braking to the vehicle, a vehicle speed sensor which detects the vehicle speed, and a controller which gradually decelerates the vehicle by means of the brake when the selected traveling direction that has been detected is switched, and controls the engaging force of the forward or reverse clutch corresponding to the selected traveling direction and the braking force of the brake before the detected vehicle speed reaches zero, thus controlling the deceleration torque and acceleration torque so that the fluctuation in the acceleration around the point of time at which the traveling direction is reversed is weakened.