Rotorua police have serious concerns following the unusual disappearance of Rotorua's Michelle Hoffman-Tamm, and say something "more untoward" may have happened to her.
Ms Hoffman-Tamm, 51, was last sighted nine days ago near her home on Phillip St, where she left on a bike to visit friends.
Rotorua police Senior Sergeant Zane Smith said there was growing concern about what happened to her.
"This is still very much a missing person inquiry but Michelle has now been missing for eight days with no information that readily explains her sudden disappearance.
"For that reason we have to seriously consider the possibility that something more untoward may have happened to her."
Police reported that Ms Hoffman-Tamm had spent last Wednesday afternoon with a family member, had briefly returned home then set off on her bike after telling her partner she was going to visit friends.
She never arrived at her friends' house and has made no contact with friends or family which, police said, was highly unusual.
Ms Hoffman-Tamm is described as European with short dark hair, about 1.5m tall and of medium build.
If you have any information, please contact Rotorua police on (07) 349 9400 or anonymously via Crimestoppers on 0800 555111