Borotungstate phosphors Gd2–2xYb2x(B2WO9) (x=0, 0.05, 0.1, 0.15, 0.20, 0.25, 0.30) were synthesized using a straightforward high-temperature solid-state reaction method. The structural and luminescent properties of these phosphors were analyzed through X-ray powder diffraction, optical reflectance, excitation, and luminescence spectra. The up-conversion (UC) and downshifting (DS) processes, along with dynamic decay curves, were studied relative to the Yb3+ activator doping concentration. Upon near-UV excitation, a broadband near-IR luminescence (850–1150 nm) was observed from the 2F5/2→2F7/2 transitions in Yb3+ activators facilitated by significant energy transfer (ET) from the WO6 polyhedra to the Yb3+ activators within the lattices. Additionally, under 980 nm excitation to the 2F7/2 excitation states of Yb3+, blue cooperative up-conversion luminescence originating from Yb3+ pairs was detected. The mechanism behind this blue up-conversion was elucidated by analyzing decay lifetimes and emission intensity dependence on pump power, revealing that the cooperative de-excitation of adjacent Yb3+-Yb3+ ion pairs drives this process. This investigation introduces a practical approach for developing a novel Yb3+-doped borotungstate phosphor capable of exhibiting both downshifting and up-conversion luminescence.