A range of europium-activated titania phosphors with the formula Ti1-3xEU4xO2 (x varying between 0.000397 and 0.00794) have been prepared, and the effects of europium content and titania phase on the luminescent properties have been investigated. It has been demonstrated that the crystallization temperature of the titania from the amorphous phase to the anatase phase is raised by addition of europium to the material. At the same time, the brightness of the emission is also increased as the europium content is raised to x = 0.00794. In addition, we have shown that calcination of the titania to form anatase or rutile reduces the brightness of the luminescence, and that as the temperature of calcination increases, the brightness falls. Eu-151 Mossbauer spectroscopy results have shown evidence for the presence of multiple sites (by line broadening) as the europium concentration increases. Extra sites were also observed as the firing temperature was increased. In the most extreme cases, the second sites are clearly visible as extra peaks. The Mossbauer spectrum for hydrothermally produced material (which showed no luminescence) was relatively narrow, indicating that only one site was present for the europium in this phase. These results indicate that the multiple sites observed for the europium. in the calcined samples result from the europium doping into both the anatase lattice and the brookite contaminant lattice, and it is this latter material that is responsible for the luminescence in the metastable crystalline titania.