The photoluminescence (PL) of europium ions in the presence of the beta-diketonate ligand thenoyltrifluoroacetone and 2,2'-bipyridine has been studied in poly(ethylene glycol)-200 solutions and in thin films made of Ureasil gels obtained through the sol-gel method. Films emit intense red PL, comparable to that of the laser dye rhodamine, by Near-UV excitation through energy transfer from the organic ligands to europium. Ureasils themselves take part in the energy transfer process.