We investigate the dust-obscured star formation properties of the massive, X-ray selected galaxy cluster MACS J1931.8-2634 at $z$=0.352. Using far-infrared (FIR) imaging in the range 100-500$mu$m obtained with the textit{Herschel} telescope, we extract 31 sources (2$sigma$) within $rsim$1 Mpc from the brightest cluster galaxy (BCG). Among these sources we identify six cluster members for which we perform an analysis of their spectral energy distributions (SEDs). We measure total infrared luminosity (L$_{IR}$), star formation rate (SFR) and dust temperature. The BCG, with L$_{IR}$=1.4$times$10$^{12}$L$_odot$ is an Ultra Luminous Infrared Galaxy and hosts a type II AGN. We decompose its FIR SED into AGN and starburst components and find equal contributions from AGN and starburst. We also recompute the SFR of the BCG finding SFR=150$pm$15 M$_odot$yr$^{-1}$. We search for an isobaric cooling flow in the cool core using {sl Chandra} X-ray data, and find no evidence for gas colder than 1.8 keV in the inner 30 kpc, for an upper limit to the istantaneous mass-deposition rate of 58 M$_odot$yr$^{-1}$ at 95 % c.l. This value is $3times$ lower than the SFR in the BCG, suggesting that the on-going SF episode lasts longer than the ICM cooling events.