In the natural draft wet cooling towers (NDWCTs), the resistance of the packing layer to air and the effect of the circular design of its cross-section, the air reaches the tower center area to overcome the maximum resistance. The air velocity in the center of the tower is low and the heat transfer is poor. To improve the performance of the cooling tower, the optimized design of the cooling tower distribution pipe surface with baffles is firstly investigated. Then, the three-dimensional numerical model of NDWCTs is developed and validated with power plant data. Finally, the effect of plates on cooling tower performance is analyzed through the influence of baffles on the cooling tower air field and combined with the circulating water temperature drop, evaporation, and ventilation. Results show that the air field uniformity inside the cooling tower is effectively improved by adding baffles. The cooling efficiency of the circulating water inside the cooling tower is improved. The air velocity in the packing zone is significantly increased by adding the a1a2 type baffle and the air temperature and circulating water in the central area of the tower decreases significantly and the a1a2 baffles performed best in terms of circulating water temperature drop in the packing zone and were able to significantly improve the cooling effect. The cooling tower with pro-wall baffles can cool the circulating water better than the conventional cooling tower. This study provides ideas for subsequent structural and energy efficiency studies.