Teenager Jay Slater was on his first ever holiday with friends when he vanished in Tenerife.
The apprentice bricklayer from Oswaldtwistle, Lancs, remains missing and was last seen on a night out on Sunday after going to the three-day NRG music festival with friends Lucy and Brad. When one of his pals last spoke to him on Monday morning, Jay said he was 'in the middle of nowhere' - lost, thirsty and with only one per cent battery left.
The 19-year-old told friend Lucy he was going to walk back to their accommodation - an 11 hour walk - before his phone died, showing his last location in the mountainous Rural de Teno park area. With no sign of him since, here's everything we know about his life.
Jay's mother Debbie Duncan, his father Warren Slater and his brother Zak are among those who have rushed to the Canary Island to search for the teen. Distraught Debbie said her son was a 'popular boy' with 'hundreds of friends'.
"He's just a great person who everyone wanted to be with," she said. "He's good looking, he's a popular boy. He's gorgeous, he's beautiful."
Happy Valley's James Norton teases Tommy's 'deep hatred' in final series"He's my baby," the mum told the BBC. An "all-round nice, bubbly guy with hundreds of friends". Debbie is godmother to ex-Coronation Street star Vicky Entwistle, who urged people to 'please pray for' Jay, saying 'hope to God they find him'.
Jay was completing his apprenticeship at Accrington and Rossendale College, with a spokesman for the education institution saying: "We are deeply concerned about the recent news regarding one of our apprentices, Jay Slater, who has gone missing while on holiday in Tenerife."
Debbie's partner Andy Watson has stayed behind at the family home in Lancashire with daughter Sam and dog Buster to wait for news. "So many people have got in touch via Facebook," the 63-year-old told LancsLive. "Loads have been sharing Debbie's posts and every mum who has a child out there has gone to help."
"Jay is very street wise and he's no mug," added his step dad, who was woken up at 2.30am on Tuesday along with Debbie by the police, who broke the news he was missing. "When the police said: 'the best thing you can do is get yourself out there' we knew it was bad," he said. "This was his first holiday on his own. I'm just hoping he's gone to another party."
A neighbour of Jay told the Sun he was a 'friendly lad' who always had a smile on his face. A Facebook group set up to help find the missing teen has attracted more than 300,000 members, including relatives and friends.
"Myself, Jay's uncle and sister in law fly out today at 3pm to search for Jay," wrote relative Fiona Duncan on Wednesday morning. "I just want to thank everyone for their kind words and support. We will find him. No negativity just strength and positivity please."