"If anyone has seen or spoken to Josh or knows where is or was staying please contact the New Zealand embassy in Jakarta or myself," Louise Brown wrote.
"Immigration have confirmed he never left Bali and a missing persons report has been placed with the New Zealand Police.
"His friends are very worried and hope to hear from him soon."
The Ministry of Foreign Affairs confirmed that a missing person report had been made, Fairfax reported.
Another friend, Aaron Smith, wrote that it was "totally out of character" for Goudswaard to leave his business and staff in limbo.
"Phone's been disconnected and not replying to emails and the last transaction on his bank statement was for a small amount registering in Stroke On Trent in the UK," Smith wrote.
Smith wrote that Goudswaard had met a woman called Anita on Tinder.
"They took off together to Bali on the 26th of October and [he] was due back on the 30th then extended his trip to the 5th November."