A parking assistance system comprising: a power transmission device provided on a ground side and configured to transmit power; and a power receiving device provided in a vehicle and configured to receive the power transmitted by the power transmission device and supply the power to an electric load, wherein the power transmission device includes: a power transmission coil configured to transmit the power; and an imaging unit configured to image the power transmission coil; and the power receiving device includes: a power receiving coil configured to receive the power transmitted by the power transmission coil; and a display control unit configured to display an image on a display device, characterized in that the power transmission device includes a sending unit configured to send the power receiving device an image captured by the imaging unit, and the power receiving device includes a receiving unit configured to receive the image from the sending unit; wherein the display control unit is configured to display the image received by the receiving unit on the display device, and wherein the imaging unit is arranged at such a position that the imaging unit is capable of capturing an image in which a center of the power transmission coil lies on a center line of the image in a horizontal direction, and the display control unit is adapted to display the image such that the center line of the image in the horizontal direction is aligned with a center line of the display device in the horizontal direction. a power transmission device provided on a ground side and configured to transmit power; and a power receiving device provided in a vehicle and configured to receive the power transmitted by the power transmission device and supply the power to an electric load, wherein the power transmission device includes: a power transmission coil configured to transmit the power; and an imaging unit configured to image the power transmission coil; and a power transmission coil configured to transmit the power; and an imaging unit configured to image the power transmission coil; and the power receiving device includes: a power receiving coil configured to receive the power transmitted by the power transmission coil; and a display control unit configured to display an image on a display device, a power receiving coil configured to receive the power transmitted by the power transmission coil; and a display control unit configured to display an image on a display device, characterized in that the power transmission device includes a sending unit configured to send the power receiving device an image captured by the imaging unit, and the power receiving device includes a receiving unit configured to receive the image from the sending unit; wherein the display control unit is configured to display the image received by the receiving unit on the display device, and wherein the imaging unit is arranged at such a position that the imaging unit is capable of capturing an image in which a center of the power transmission coil lies on a center line of the image in a horizontal direction, and the display control unit is adapted to display the image such that the center line of the image in the horizontal direction is aligned with a center line of the display device in the horizontal direction.