Eu-doped SnO2 nanocrystalline powders were fabricated by the sol–gel calcination process. The effect of Eu doping concentrations on the structure and photoluminescence properties of Eu-doped SnO2 nanocrystalline powders was investigated. X-ray diffraction patterns, Fourier transformation infrared spectrum, field emission scanning electron microscope and high-resolution transmission electron microscope are employed to investigate the morphology and the structure of Eu-doped SnO2 nanocrystalline powders. The samples display reddish-orange light and red light when excited at indirect and direct excitation, respectively. Meanwhile, PL spectra indicate that the quenching concentrations are different when the excitation wavelength alters. Based on the analysis of the PL spectra, it is believed that Eu3+ ions located at different sites in the SnO2 host are selectively excited.