Abstract: Cooling tower is an integral part of every thermal power generation plant. Basically cooling tower are heat rejection devices used to transfer heat from hot water to the atmosphere air. Investigation involves experimental and two-dimensional computational fluid dynamics analysis of an actual industry operated cooling tower. Inlet water temperature and mass flow rate of water and air are having main influence on the performance of counter flow induced draft cooling tower. Effectiveness of the cooling tower can be increased up to 20% by optimizing the liquid to gas ratio (L/G) of the cooling tower. Likewise other parameters such as range, tower characteristic ratio can also be increased considerably.