This paper deals with an experimental analysis of simultaneous heat and mass transfer phenomena between water and air by direct contact in a packed cooling tower. The tower is filled with a "VGA." (Vertical Grid Apparatus) type packing. The packing is 0.42 m high and consists of four (04) galvanised sheets having a zigzag form, between which are disposed three (03) metallic vertical grids in parallel with a cross-sectional test area of 0.15 m x 0.148 m. This study investigates the effect of the air and water flow rates on the global heat and mass transfer coefficient as well as the evaporation rate of water into the air stream, for different inlet water temperatures. Two operating regimes were observed during the air/water ;contact inside the tower, a Pellicular Regime (PR) and a Bubble and Dispersion Regime (BDR). These two regimes can determine the best way to promote the heat and mass transfer phenomena in such device. The BDR regime seems to be more efficient than the Pellicular Regime, as it enables to achieve relatively higher values of the global heat and mass transfer coefficient and larger water evaporation rates. The comparison between the obtained results and some of those available in the literature for other types of packing indicates that this type possesses good heat and mass transfer characteristics. (C) 2009 Elsevier Ltd. All rights reserved.