A kite surfer missing off Western Australia's Mid West coast since Friday has been found alive after spending a night partially buried in a sand dune to stave off hypothermia.

Matthew Wing, 48, had been planning to kite surf 10km towards Coronation Beach, north of Geraldton, but failed to arrive.

He had been last seen at Drummond Cove, about 10 kilometres north of Geraldton, around 2:30pm on Friday afternoon.

Friends waiting for Mr Wing at Coronation Beach raised the alarm when he failed to arrive at the predicted time.

A spokesman for the Geraldton Volunteer Marine Rescue Group said Mr Wing was found alive on a beach north of the town Saturday morning and would be assessed by a medical team.

A large-scale search operation had been underway, including spotter planes, boats and helicopters, as well as police and State Emergency Services volunteers searching on land.

Geraldton Volunteer Marine Rescue Group volunteer Ian Beard was among those involved in the search for Mr Wing. ( ABC News: Cecile O'Connor )

Police had described Mr Wing as an experienced kite surfer who was visiting the Geraldton area with friends.

It is understood Mr Wing is originally from Hobart but now lives in Perth.

Inspector Dave Hooper from Mid West Gascoyne Police said Mr Wing was "very lucky".

"He was on the beach and a local shearer directed Volunteer Marine Rescue officers to his location, and surf lifesavers deployed a jet ski, and were able to reach the beach and were able to return Mr Wing to Geraldton," he said.

Police and volunteers helped the search for Mr Wing at Drummond Cove. ( ABC News: Cecile O'Connor )

Mr Wing told police he had a malfunction of his kite, which meant he was dragged past his intended destination at Coronation Beach.

"But he was able to re-control the kite and make land just short of Horrocks Beach.

"He attempted to walk up to North West Coastal Highway that night, but the cliffs in the area made that difficult so he put himself in the sand dunes out of the wind and buried himself slightly in the sand to avoid hypothermia,"

"Then in the morning he commenced to walk north along the beach and it was at this time he was located by the volunteer rescue officers."

"He had a big smile on his face and he was very, very happy to have been found."

Inspector Hooper said the early success of the search was in part due to the huge response to be involved in the operation from local, state and Commonwealth agencies and also local industry and individuals.

"Also special thanks goes to local land owners who assisted searching beaches that bordered on their properties last night," he said.

Inspector Hooper also issued a caution to people doing water sports to consider using personal locator beacons and carry waterproof mobile phones.