To provide a luminous display board, using a wire-shaped luminous body which can be driven with low electric power consumption and is high in light emission efficiency.

This luminous display board has at least one piece of the wire- shaped luminous body 51, which is the wire-shaped luminous body 51 having a transparent columnar light transmitting body 52 and a light-emitting diode 54 disposed at least at one end in the longitudinal direction of this columnar light-transmitting body 52 to emit the light made incident from the light-emitting diode 54 from the longitudinal end flank of the columnar light-transmitting body 52 and is formed with at least one belt-like light-reflecting layer 53 on the flank of the columnar light transmitting body 52, along its longitudinal direction and at least one sheet of light diffusion plate 56, for diffusing the light emitted from the wire-shaped luminous body 51 to a surface form.