Amber alert for 10-year-old boy missing in New Plymouth

A 10-year-old boy has been found safe after police issued an Amber alert.

The boy was on holiday with his parents in New Plymouth and was in the CBD this morning.

Police said his parents walked into a museum and thought he was behind them, but when they turned around he was gone.

Multiple searches were completed but he hadn't been found before the alert was issued.

He has since been located "safe and well", police say.