A Tauranga man who went missing on Christmas Day has been found alive two days after crashing down a steep bank while travelling to Gisborne.

The man was last seen in Papamoa on Christmas morning and was planning to drive to Gisborne but didn't arrive, causing great concern for his family.

Police asked the public for assistance with finding him, and are very pleased to report that he has been located this afternoon.

"The man was located in his car at around 4pm," says a Police spokesperson.

"He had crashed down a steep bank on State Highway 2, around an hour north of Gisborne.

"He has suffered some injuries but was conscious when found."

A helicopter has been dispatched to the scene to transport the man to hospital.

State Highway 2 will be closed between Cemetery Rd and Rakauroa Rd to allow the helicopter to land.

"Police would like to thank all those who assisted with our enquiries and got in touch with information during the search for the man."