Measurement and identification of visible lines from W10+

•Five visible lines from W10+ are measured using an electron-beam ion trap (EBIT), and a detailed collisional-radiative (CR) modeling considering population dynamic process is constructed to help identify the observed lines.•The FAC (RCI method) and GRASP (MCDHF method) calculations are conducted to obtain the excitation energies of the lowest 50 levels arising from 4f145s25p2, 4f135s25p3 and 4f125s25p4 of W10+, with ~0.5% difference on average.•We present the first measurements and line identifications of visible radiation from W10+, with wavelength differences between experimental and theoretical values ~1.5% on average.