In this work, we have investigated how the concentration of Gd ions affects the structural and luminescent properties of niobium oxide-based matrices doped with Eu ions obtained by the adapted non-hydrolytic sol-gel route. X-ray diffractograms revealed that increasing the concentration of Gd ions favored the onset of the GdO structure decreasing the GdNbO phase. The excitation spectra (λ = 613 nm) presented bands corresponding to theF → L transitions (L = D, G, and L, where J = 0-7), attributed to the Eu ions, and a broad band at 270 nm, assigned to the charge transfer of the [Formula: see text] group. The emission spectra contained bands refer to the D → F internal configuration transitions (J = 0, 1, 2, 3, and 4). Finally, the CIE chromaticity coordinates met the standard for the color red established by the National Television Standard Committee (NTSC).