BaMgAl10O17 (BAM) is a highly suitable host lattice for various rare earth ions with excellent luminescence properties in different spectral regions, including a strong photoluminescence (PL) emission from the visible spectral region. A new Ce- and Tb-incorporated BaMgAl10O17 phase was synthesized successfully using a wet combustion method and it was studied as a function of the temperature and laser excitation power. We further characterize the obtained phosphors with X-ray diffraction at room temperature. Different fuel/oxidant (f/o) ratios were introduced to investigate the optimum synthesis conditions for the BAM phosphors and optimum ratio was found out to be 8. The photoluminescence (PL) spectra were collected under the excitation light generated by a Nd:YLF pulse laser at 349 nm as the temperature was increased from 10 K to 300 K. A strong green emission of Tb3+ was observed in the green region of the spectrum due to the 5D4→7FJ transition. We also observed a wide emission band from the Ce3+ ion in the wavelength range of 350–650 nm. The luminescence intensities of all phosphors exhibited different patterns with an increase in the temperature. We also evaluated how the PL spectrum of the rare earth-activated BAM host matrix shifts under various laser excitation powers. The PL intensity of Ce-activated BAM significantly shifted (~30 A) to the blue region of the spectrum with an increase in the laser excitation power, however we did observed no shift forTb3+ activated BAM. The present findings suggest that Tb-incorporated BaMgAl10O17 can be effective as a green phosphor candidate material with a wide range of applications. •BaMgAl10O17 (BAM) phosphors have been prepared via a gel combustion method.•The phosphors exhibit different emissions due to Ce3+ and Tb3+.•The effect of laser excitation power on luminescence properties was discussed.•Tb-incorporated BaMgAl10O17 can be effective as a green phosphor candidate material.