I have used trickle flows, sometimes combined with a steam heat exchanger, with success. However, these are usually on chilled water supply systems whose volumes made glycol prohibitive.
Walkes has a reasonable suggestion about a glycol-charged drycooler, but in my experience the maintenance on these are worse than the cooling tower. Certain computer room A/C drycoolers (Liebert) are highly reliable, but that is a special case. Anyway, you can't charge an actual cooling tower with glycol - which is why he suggests a "closed system". In a cooling tower, the glycol percentage would constantly increase, and significant blowdown cycles would be needed. This is wasteful and can have serious environmental consequences, too. So, glycol should be restricted to closed systems.
As for the cooling tower, if it's in operation, then the rejected heat is usually more than adequate to prevent freezing. The normal control mode is to bypass directly to the basin, though. Water trickling up top and through the fill can freeze on the edges, tearing up the fill and drift eliminators.
If the tower is not in operation, or operation is sporadic, then the basin is what's in danger of freezing. There are many methods of basin freeze protection. If you are still worried about the pipe in those cases, insulation may be your best bet. A well insulated pipe can provide protection well below freezing for quite awhile. If that is combined with basin heat and some semi-regular operation in winter, that is often all that's needed. You should probably put management systems in place to drain the system if things are shut down over the holidays, though.
These days I try to steer away from heat tracing systems unless it's absolutely necessary. They are reliable when they work, but alarms in case of failure are usually left out.