The Papamoa Surf Life Saving Club, two Coastguard vessels and two helicopters searched the area until midnight with no sighting of the surfer.
A shoreline search continued at first light this morning.
A surfer, Chris Peters, arrived at the beach at 8am today and saw what he believed were searchers on a small boat.
He said the surf was "tiny" and "harmless" this morning and he couldn't see how someone should get in trouble. However, there was a bit of a drift to the right, he said.
He believed that the conditions were similar last night.
A reporter at the scene said there was a lot of activity at Pāpāmoa beach this morning, with surf lifesaving and dog walking groups.
Police are seeking information of anyone who saw the surfer or knows who he is, in case he has made it safely back to shore.
They can call 105 and quote event number P044412098.