Gareth Huntley, 34, did not return Tuesday from a waterfall trek on the island of Tioman off Malaysia's east coast.
A group of 10 policemen were combing the jungle today to look for the tourist, said district police chief Johari Jahaya.
"We are still searching for him. I think he is lost in the jungle," Johari told AFP. "So far there is no sign of foul play."
Huntley's friends have set up a "Find Gareth Huntley" Facebook page, saying they are "extremely worried" and urging faster progress in the search.
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Johari said police were only informed Thursday that Huntley was missing by the owner of the chalets where he was staying, and were doing their best to find him.
French tourist Stephanie Foray, a 30-year-old civil servant, went missing on Tioman in May 2011. Her remains were found in August that year, buried in a cave.
A Malaysian shopkeeper pleaded not guilty in May 2012 to murdering her after she refused him sex. The trial is ongoing.