X-ray-excited optical luminescence (XEOL) emission and excitation spectra as well as the EXAFS signal of CdWO(4) were measured in the energy region of the Cd and W absorption edges. From EXAFS refinement, structural parameters such as number of atoms, distance from the absorbing atom and width of coordination shells in the W neighborhood were determined. The role of W-O interactions on the intrinsic luminescence of CdWO(4) is discussed. The efficiencies of conversion, transfer and emission processes involved in the scintillation mechanism showed to be high when self-trapped excitons are formed locally by direct excitation of W ions. Annihilation of these excitons provides the characteristic scintillation of CdWO(4), a broad band emission with maximum at 500 nm. The presence of two energetically different O positions in the lattice gives rise to the composite structure of the luminescence band, and no influence of extrinsic defects was noticed. A mismatch between the X-ray absorption coefficient and the zero-order luminescence curves corroborates that the direct excitation of Cd ions induces secondary electronic excitations not very effective in transferring energy to the luminescent group, WO(6).