A massive search was underway Friday off the coast of British Columbia for a missing eight-year-old American boy, identified only as "William."

He disappeared Friday morning from the tiny resort town of Tofino, on the west coast of Vancouver Island.

Taking part in the search are dozens of volunteers, a military Cormorant helicopter, local aircraft and boats. Tofino RCMP told CTV News the search will continue until they find the little boy.

Police say he was last seen playing about 40 feet from the water's edge at rocky Tonquin Beach at around 10 a.m.

Police say he may have been swept into the ocean or wandered into the surrounding rain forest.

"We're really hoping this is a case where he just wandered off into the woods, and it's just a matter of finding him," said Sgt. Dave Lucus of the Tofino RCMP.

William is from Bellingham, Wash., on vacation with his parents.

The Tofino community centre was turned into a command centre where organizers say the size and scope of the search is unprecedented.

Ahousat First Nation members, Parks Canada workers and social services workers were also involved in the search.

"It all just spread by word of mouth," one volunteer told CTV British Columbia.

"Everyone just started saying ,'OK, let's get out there. This is rugged area in some places, especially out here in Tonquin. It's all virgin forest and you need a lot of people to find a little boy in the woods."

William is described as a white male with brown hair. He was wearing a red jacket, multicoloured fleece, blue jeans and black rubber boots.