We observed an intensive near-infrared luminescence in Bi-doped KAlCl4 polycrystalline material. Luminescence dependence on the excitation wavelength and temperature of the sample was studied. Our experimental results allow asserting that the luminescence peaked near 1 um belongs solely to Bi+ ion which isomorphically substitutes potassium in the crystal. It was also demonstrated that Bi+ luminescence features strongly depend on the local ion surroundings.