In this work, we reported the synthesis and characteristic luminescence of an orange-red emitting phosphor NaBa10Y5W4O30: Eu3+ for ultra-violet white light emitting diodes. The phase compound, crystalline structure and morphology are analyzed. The results indicate that a heavy doping of Eu3+ (x = 50%) is realized in NaBa10Y5-5xW4O30: xEu3+ without any impurity phase. Moreover, the optical band gap is analyzed by diffuse reflectance spectroscopy and further confirmed by density function theory (DFT). Meanwhile, the as-synthesized NaBa10Y5W4O30: Eu3+ phosphor can be efficiently pumped by strong broad-band excitation around 315 nm due to the charge transfer transition from [WO6]6- groups to Eu3+. Owing to the highly symmetric lattice environment of Eu3+ in YO6 sites, a strong orange-red emission at 596 nm with color purity of 95.34% is obtained, corresponding to the 5D0→7F1 magnetic dipole transition of Eu3+ ions. The critical concentration is obtained to be x = 15%, and the quenching mechanism is discussed to be dipole–dipole interaction. Furthermore, the temperature dependent emission behavior are analyzed, and the thermal quenching mechanism are explained by the variable temperature decay curve and configuration coordination diagram. Finally, an orange-red light emitting diode lamp is fabricated based on NaBa10Y5W4O30: 15%Eu3+ phosphor and 315 nm semiconductor chip. In summary, the results indicate that NaBa10Y5W4O30: Eu3+ phosphor has the potential to be an orange-red phosphor for white light emitting diodes.