Police have found a body believed to be that of missing British tourist Aslan King in bushland on the Victorian south coast.

The body was found in a creek at 10.15am on Tuesday, just 1km from the campground at Princetown on the Great Ocean Road where the 25-year-old Bristol man was staying.

King was last seen at the campground at 2am Saturday, when he apparently ran into bushland after hitting his head.

Police conducted a four-day search for the man, with helicopters, mounted police, State Emergency Services volunteers and employees from Parks Victoria.

In a statement, Victoria Police said the man’s body had not been formally identified but they believed it to be King.

A report will be prepared for the coroner.