A luminescent material having a hexagonal crystal structure corresponding to .beta.-alumina, .beta."--alumina or the hexagonal ferrites, said luminescent material being activated by bivalent europium in the amount of from about 0.5 at.% to about 25 at.% of the metal of the oxide A in the ternary phase diagram ABC in FIG. 1, said luminescent material being a ternary compound having a composition coming within the sides of the quadrangle RBPQ in said ternary phase diagram ABC wherein A is at least one oxide selected from the group consisting of SrO and BaO, B is selected from the group consisting of Al.sub.2 O.sub.3 and a mixture of Al.sub.2 O.sub.3 and Ga.sub.2 O.sub.3 with at least 75 mol % of B being Al.sub.2 O.sub.3 and C is at least one oxide selected from the group consisting of ZnO and MgO, the content of A being about 0.04 to about 0.35, the content of B being about 0.43 to about 0.85 and the content of C being about 0.075 to about 0.36.