Visible plumes above wet cooling towers are of great concern due to the associated aesthetic and environmental impacts. The parallel path wet/dry cooling tower is one of the most commonly used approaches for plume abatement, however, the associated capital cost is usually high due to the addition of the dry coils. Recently, passive technologies, which make use of free solar energy or the latent heat of the hot, moist air rising through the cooling tower fill, have been proposed to minimize or abate the visible plume and/or conserve water. In this review, we contrast established versus novel technologies and give a perspective on the relative merits and demerits of each. Of course, no assessment of the severity of a visible plume can be made without first understanding its atmospheric trajectory. To this end, numerous attempts, being either theoretical or numerical or experimental, have been proposed to predict plume behavior in atmospheres that are either uniform versus density-stratified or still versus windy (whether highly-turbulent or not). Problems of particular interests are plume rise/deflection, condensation and drift deposition, the latter consideration being a concern of public health due to the possible transport and spread of Legionella bacteria.