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A police helicopter and emergency services has been spotted flying near the riverside.
Police and fire cars were spotted by the Town Pier in Gravesend just after midday.
One witness said they saw police looking in the river earlier today, before a helicopter came to the scene.
The chopper is still hovering over the riverside, with Kent Fire and Rescue by the Three Daws pub.
A spokesman for KFRS confirmed they were at the incident "to assist police."
Police spokesman, James Walker, said: "A man was reported missing from the Gravesend area at 10.27am on Friday October 5.
"Officers are conducting ongoing enquiries to locate the man, which has included a search of the Crooked Lane/ West Street area."