A seven-year-old British boy died when he skied over a cliff after straying off piste in the French Alps, emergency services said Saturday.

The boy, who had been on a family skiing holiday in the resort of Flaine in France's Haute Savoie region, is believed to have taken a wrong turn on Friday after asking his mother if he could make the last descent of the day alone.

"He hit a rocky outcrop, then fell 50 to 100 metres (160 to 320 feet)," an emergency services spokesperson said.

The boy had earlier been skiing in a family group with his mother and brothers and sisters.

"He was on holiday in the area with his family and had asked permission from his mother to make the last descent on his own," the spokesperson added.

Rescuers believe he died instantly, around two hours before being found.

An investigation has been launched.