Rescuers say TikTok and Instagram posts don't prepare hikers for dangers

Social media posts on TikTok and Instagram show the beauty of wild places without warning about the danger walkers can face, mountain rescuers have said.

"Too many people influenced by these posts are ending up in the mountains unprepared," said Nick Phillips from Mountain Rescue England and Wales (MREW).

It recorded emergencies involving 18 to 24-year-olds almost doubled from 2019-2024, with the four largest teams in Wales all on track for record high call outs in 2026.

A team responsible for Wales' tallest mountain said the pressure on volunteers was "unsustainable", a concern echoed by the team near Brecon that said demand "keeps rising".

Llanberis Mountain Rescue Team (LMRT) is Wales' busiest and had its most calls in a month in August - 59, or two a day - and it was not just the prolonged warm weather.

The team has recorded a steady rise in rescue operations every year going back to 2020, when it had 147 call outs all year.

It has called for a "serious conversation" as it is set to hit 450 rescues by the end of the year, having already attended 359.

MREW said 18 to 24-year-olds became the biggest age group in need of rescuing in 2024 when they were involved in 314 incidents, up 89% from 166 in 2019.

It added: "We are not criticising people who want to go into the mountain based on what they have seen in a post... but we need to be balanced with the reality."

"This year's increase has been really worrying", said LMRT volunteer Tom Carrick.

Speaking to Newyddion S4C, he added that if the rise continues at a similar pace, the service would not be able to cope.

"We've had 30 new volunteers joining the team. We're in September now and already we're seeing a lot of burnout among volunteers, some who've been here for years and others newer.

"How much more can we take?"

LMRT said the main concern was the number of people turning up to climb mountains without experience and suitable kit.

"A photograph or video of Crib Goch can make an exposed grade one scramble look like just another route to the summit.

"What it doesn't show is how intimidating that ridge can be in cloud, rain or strong winds or how quickly a manageable situation can become a serious emergency."

Increased demand is being reported by most teams in Wales.

Brecon Mountain Rescue Team, which had 70 call outs in 2020, has already had 80.

Ogwen Mountain Rescue Team, which also works in Eryri National Park, or Snowdonia, said it had 107 call outs in 2020 but is projected to get more than 200 this year.

Central and Brecon Mountain Rescue (CBMRT) had 89 calls in 2020 and could hit 200 this year.

"Reaching 150 call outs already this year, after our busiest ever year last year, brings home the scale of the commitment," said Huw Jones, who has been with CBMRT for 45 years.

"My concern is how we sustain that commitment if demand keeps rising. Volunteers' time and energy are finite.

"We cannot assume that more and more can be absorbed indefinitely, and we need to talk about that now so teams can continue to be there for people in the years ahead."

MREW said Instagram, TikTok and X were putting beauty spots around the world in the spotlight, including peaks in Wales such as Yr Wyddfa and Pen y Fan.

"Wonderful places to go, but what the posts don't capture how you get there," Phillips said.

It is leading what he hopes will be a "culture change", engaging ambassadors including TV explorer Ben Fogle and reaching out to social media influencers.

"We want to capture people at home to hopefully reduce these avoidable call outs," it said.

"People need to be aware they are in a dangerous place."

Its numbers for

In 1995, Caradoc Jones who lives in Helsby, Cheshire, became the first Welshman to reach the summit of Everest and has climbed in some of the world's most dangerous and remote landscapes.

He welcomed the fact more people are exploring mountains but agrees a culture shift is needed and wants more to be done on social media to warn people about the realities of mountaineering.

Jones also suggested mountain rescue teams should be funded by the government instead of donations.

The Welsh government said: "Our mountain rescue teams do a fantastic job supporting people across Wales, often in challenging and demanding circumstances, and we thank them for their dedication and hard work.

"We recognise in our programme of government the important role that the voluntary sector plays in delivering public services and are engaging with mountain rescue teams to discuss support."