Dr Michael Mosley was holidaying with his wife, Dr Claire Bailey, when he decided to leave Saint Nikolas beach by himself on Wednesday afternoon.
He was last seen heading onto the coastal path back to the nearby town of Pedi wearing a pair of shorts, a blue polo shirt, baseball cap and sunglasses.
The walk is supposed to take 20 minutes, but when he did not return as expected his wife raised the alarm at 7:30pm.
Authorities have since launched a rescue operation but found "no trace" of the father-of-four.
I hope he's found safe and well but looks more unlikely by the hour.
I enjoy watching his documentaries, immerses himself immensely in them which I find quite refreshing to see.