In pursuit of enhanced energy efficiency and environmental sustainability, modern enterprises utilizing water cooling systems are increasingly focusing on optimizing cooling tower design and operation. This study presents a novel evaporative/dry cooling tower design, where process water is cooled within an irrigated tube radiator featuring a finned external surface. Experimental investigations were carried out to assess the thermal characteristics of the fill block under varying operational conditions. The results demonstrate that the highest efficiency coefficient – defined as the ratio of total thermal power to the combined power consumption of the fan and pump – occurs at low cooling air mass flowrates.