Turbine generators operate with complex cooling systems due to the challenge in controlling the peak temperature of the stator bar caused by Ohm loss, which is unavoidable. Therefore, it is important to characterize and quantify the thermal performance of the cooling system. The focus of the present research is to investigate the heat transfer and pressure loss characteristics of a typical cooling system, the so-called stator ventilation duct. A real scale model was built at its operating conditions for the present study. The direction of cooling air was varied to consider its operation condition, so that there are: (1) outward flow; and (2) inward flow cases. In addition, the effect of (3) cross flow (inward with cross flow case) was also studied. The transient heat transfer method using thermochromic liquid crystals is implemented to measure full surface heat transfer distribution. A series of computational fluid dynamics (CFD) analyses were also conducted to support the observation from the experiment. For the outward flow case, the results suggest that the average Nusselt numbers of the 2nd and 3rd ducts are at maximum 100% and 30% higher, respectively, than the inward flow case. The trend was similar with the effect of cross flow. The CFD results were in good agreement with the experimental data.