A variety of lanthanide ions doped bismuth titanate (Bi4Ti3O12) luminescent materials with eminent down-conversion (DC) and up-conversion (UC) luminescence performance have been fabricated via a facile sol-gel approach. The XRD, XPS, and EDX elemental mapping results confirm the phase structure of orthorhombic Bi4Ti3O12 (BTO), and the lanthanide activator ions occupy the Bi3+ lattice sites in the BTO crystal. Under UV or NIR excitation, the Eu3+, Yb3+/Ln3+ (Ln = Er, Tm, and Ho) doped Bi4Ti3O12 samples exhibit characteristic red, green, blue, and green emissions. The luminescent mechanisms of the BTO:Eu3+ and BTO:Yb3+/Ln3+ samples are discussed based on the energy level diagrams. The doping concentrations of Eu3+, Yb3+, Er3+, Tm3+, Ho3+ ions and annealing temperature and time are optimized, whose optimal values are determined to be 14, 8, 1, 0.4, 1 mol% and 800 oC, 4 h. The as-obtained LED devices fabricated by Bi4Ti3O12:Eu3+ and Yb3+/Ln3+ phosphors exhibit dazzling multicolor visible light emissions from different Ln3+ ions. The results indicate that the as-obtained Ln3+ doped BTO phosphors may be potentially utilized in LED devices and solid-state lighting. Furthermore, the Eu3+ and Er3+ co-doped BTO samples exhibit different DC and UC luminescence spectral profiles when excited at various UV, visible, or NIR wavelengths, revealing their eminent feasibility and great potential in anti-counterfeiting applications.