Rotorua police have serious concerns about the unusual disappearance of Rotorua's Michelle Hoffman-Tamm, reporting that something "more untoward'' may have happened to her.
Ms Hoffman-Tamm, 51, was last sighted eight days ago near her home on Phillip St, where she left on bike to visit friends.
Rotorua police Senior Sergeant Zane Smith said there was growing concern about what was behind the disappearance.
"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 Michelle 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, is highly unusual.
Ms Hoffman-Tamm is described as European with short dark hair, about 1.5m tall and of medium build.
Her red, mountain-style bike also remains unfound.
If you have any information, contact Rotorua police on (07) 349 9400 or anonymously via Crimestoppers on 0800 555111