UPDATE 9.46AM: A woman who was reporting missing by her family on December 29 has been found.

An extensive search of Kinloch Beach, where the woman was last spotted, was unsuccesful yesterday and another search was being carried out this morning.

A police spokersperson says the woman has been "located alive and well this morning".

"Police would like to thank the public for their assistance."

EARLIER:

Despite extensive searches on Kinloch Beach, Jan-Marie Burton has not yet been located.

Boaties are being asked to avoid the eastern side of Whangamata Bay adjacent to the ski lane from 7am today while a search is conducted in that area.

Jan-Marie was reported missing by her family after she was last seen around 4pm on Wednesday.

A police spokesperson says items of her clothing have been located on Kinloch Beach, near the boat ramp on Kinloch Esplanade.

"Police and her family are concerned for her wellbeing.

"There will be a police presence on the water [today], supported by Lake Taupō Harbourmaster.

"If you believe you may have seen Jan-Marie since 4pm yesterday, or have information which might help us locate her, please call 111 and quote event number P049123823."