23-year-old Johnny Faitaua was swimming at the beach yesterday afternoon with his girlfriend when he was reportedly swept under the water.
Surf Life Saving volunteers, regional Surf Life Saving staff, the Police Maritime Unit and the Eagle police helicopter were searching an area of 2km for Mr Faitaua.
Northern Region Surf Life Saving manager David Butt said the search would be focused north due to the current.
"We are focusing north and around rocky areas. The water is calmer than yesterday so that helps our search," he said.
"Once we have done the full search we will reassess conditions and go from there."
An initial search was carried out yesterday afternoon after the alarm was raised at 3.30 pm but the search was called off when conditions became too dangerous.
A second search was then carried out at day break this morning but rescuers found no sign of Mr Faitaua.
About 30 of his family are standing vigil at O'Neill Beach waiting for further news.
Mr Faitaua's second cousin, Sidney Ene, said he and his wife had received a call from his brother-in-law informing them of the incident.
"All we felt was shock when we found out. Now we are just hoping and praying that he is found alive. We are hoping for a miracle," he said.
"Johnny was a quiet and humble guy who loved music and basketball. We are really devastated this has happened to him."
Mr Faitaua was studying music at Massey university and was a talented piano and keyboard player, said Mr Ene.
Mr Butt said the West Coast beach was a notoriously dangerous beach.
"It is a reminder to people to make sure they swim between the flags at all times," he said.
By Regan Schoultz of the NZME News Service
