In rice cultivation and breeding, obtaining accurate information on the quantity and spatial distribution of rice plants is crucial. However, traditional field sampling methods can only provide rough estimates of the plant count and fail to capture precise plant locations. To address these problems, this paper proposes P2PNet-EFF for the counting and localization of rice plants. Firstly, through the introduction of the enhanced feature fusion (EFF), the model improves its ability to integrate deep semantic information while preserving shallow spatial details. This allows the model to holistically analyze the morphology of plants rather than focusing solely on their central points, substantially reducing errors caused by leaf overlap. Secondly, by integrating efficient multi-scale attention (EMA) into the backbone, the model enhances its feature extraction capabilities and suppresses interference from similar backgrounds. Finally, to evaluate the effectiveness of the P2PNet-EFF method, we introduce the URCAL dataset for rice counting and localization, gathered using UAV. This dataset consists of 365 high-resolution images and 173,352 point annotations. Experimental results on the URCAL demonstrate that the proposed method achieves a 34.87% reduction in MAE and a 28.19% reduction in RMSE compared to the original P2PNet while increasing R2 by 3.03%. Furthermore, we conducted extensive experiments on three frequently used plant counting datasets. The results demonstrate the excellent performance of the proposed method.