Police are calling on the public's help to find a man who went missing in Whakatāne.

Joseph Webb, 24, was last seen at Kohi Point about 3pm on Tuesday, July 23.

Police now believe Webb may have been walking on the Kohi Point track and urge anyone who walked the track on Tuesday, Wednesday or Thursday, and might have seen him, to contact them.

Webb is of medium build with short dark hair and has a ta moko on his left upper arm.

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He may be wearing dark-coloured track pants.

Anyone with information on his whereabouts is urged to call police on 105, quoting file number 190724/0842.