A guide system for delivering data between a guide apparatus and a terminal without installing a data carrier reader. This guide system comprises a guide apparatus and a radio apparatus that is a terminal communicating with the guide apparatus. In the guide apparatus, guide data is generated on the basis of conditional data transmitted from the radio apparatus, the guide data is transmitted to the radio apparatus, and the conditional data is received from the radio apparatus. The radio apparatus comprises a communication unit which receives the guide data generated by the guide apparatus and transmits the conditional data to the guide apparatus. Thus, the radio apparatus receives and utilizes the guide data transmitted by the guide apparatus.