Summary: Most of the traveller guidance services (TGS) are based on GPS technology and generally concerned with the position data mapping on the simplified 2D electronic map in order to provide macro level service facility such as drive direction notifications. Digital GIS based GPS entails in situ intuitive visualization. The visually enhanced TGS can improve the global and local awareness of unknown areas. In this paper, we propose a reliable new TGS system that provides 3D street as well as pin-pointed destination information in two stages of its interactive services; web-based and AR-based. The web server generates a guiding path on 2D digital map and displays 3D car-driving animation along the path. And, the AR-based service is embedded so that users can interactively obtain the detailed micro-level information of a specific section in the area with their fingertips. The implementation is based on autoformation of on-line GIS data structures from the available priori. For the verification, a 54 road network is selected as a test area. In the service demonstration, we show the effective awareness of street environments and the usefulness of this new TGS system.