BBC presenter and This Morning star Dr Michael Mosley reportedly left his phone behind before going missing on the Greek island of Symi.
Mr Mosley was last seen on St Nicholas Beach, Symi, with another couple when he decided to leave at around 1.30pm on Wednesday.
Constantina Dimoglidou, senior spokesperson for the Greek police, said: “He was at the beach of Ag. Nikolas with another couple when he decided to go back to his home in the area of Pedi of Symi.
“It was around 1.30pm and he forgot his phone at the beach. Any and every attempt to track him down has not produced any result.
“We have now asked the fire brigade to assist in the operation in the case that he may have slipped, tripped, fallen, even bitten by a snake, remaining injured somewhere.
“There is just no trace of him. None whatsoever and that means that for us at least, every potential scenario is open and being investigated.”
Locals have reported that it is “pretty difficult” to get lost on the island nowadays, “even in the most remote areas” where they fear he may have headed.
Representatives for Dr Mosley, who is believed to have set off on a hike, confirmed earlier that searches have begun for Dr Mosley.
Search and rescue teams from Athens are now also en route to the Dodecanese island, with authorities reporting they have found “no trace whatsoever” of the health expert so far.
The 67-year-old was with his wife Clare on the island.
They were wrapping up their joint tour, which also spanned across the UK, had the couple “reveal how simple changes can transform your life, so we can all Eat well, Sleep better, and Live longer”.
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