Amorphous Ce,Tb co-doped silica (SiO2) was prepared using the sol-gel method with the aim of studying the energy transfer from Ce to Tb ions. It was initially found that adding Ce reduced the Tb emission intensity, implying that energy transfer did not occur. In fact, the Ce single doped sample exhibited very poor emission. Ultraviolet-visible diffuse reflectance measurements displayed the signature of non-luminescent Ce4+ rather than Ce3+ ions. We therefore annealed the samples in a reducing atmosphere of 4% hydrogen in argon gas at 1000°C. The reduced Ce single doped samples exhibited bright luminescence and the diffuse reflectance measurements now showed the characteristic of Ce3+ ions. The reduced Ce,Tb co-doped samples excited at the Ce absorption wavelength gave characteristic Tb emission (with negligible Ce emission), indicating that very efficient energy transfer from Ce to Tb was achieved. For samples containing 1mol% Tb, the maximum luminescence was found when co-doping with 0.5mol% Ce. Using such co-doped silica samples exhibiting energy transfer, it is possible to obtain effective luminescence from the Tb3+ ions via excitation of Ce3+ ions at 325nm, instead of exciting the Tb3+ ions directly which requires a shorter wavelength of about 227nm.