To provide a shift control device of a vehicle, assisting deceleration operation of a driver by a down-shift, even when one's own vehicle turns toward a gate dislocated from a travel expected passage on this side of a tollgate.

A CVT controller 6 executes the down-shift of a CVT 2, based on a distance between the one's own vehicle and the tollgate, regardless of a route guide line, when the tollgate is detected as a deceleration object.