The photoluminescent properties of BaMgAl10O17: Eu2+ synthesized via a sol-gel process employing citric acid (CA) and ethylene glycol (EG) were investigated in this study. The photoluminescence intensity of Eu2+ emission increased with increase in the doping concentration of Eu2+ up to 15 at %. The photoluminescence intensity of BaMgAl10O17: Eu2+ also varied with the EG: CA ratio. SEM investigation indicates that the sol-gel derived particles exhibited an irregular shape. The EPR studies showed that Eu2+ ions occupied the sites with non-cubic symmetry in the prepared phosphors.