Mountain rescue teams across the UK have reported a sharp rise in incidents involving young hikers, a trend that authorities and experts attribute in part to the growing influence of social media. Last year, rescue services recorded nearly 400 callouts involving people aged 18 to 24 in England and Wales—more than double the figure from 2019. A similar pattern has emerged in Scotland, where rescues for the 17 to 25 age group increased to 106 from 50 over the same period.

Volunteers and rescue coordinators point to platforms such as TikTok and Instagram, where influencer-generated hiking content often portrays outdoor adventures in a polished and seemingly effortless manner. Catriona Thomas, a hiking influencer from north Wales with substantial social media followings, expressed concern that many young people are drawn to the mountains without adequate preparation. “People sometimes think they’re bigger than the mountain,” she said, noting that she has witnessed hikers attempt Snowdon in winter months wearing inappropriate footwear like Vans trainers instead of properly equipped boots.

The problem, according to Thomas, is that social media posts frequently highlight final scenic views while omitting the essential behind-the-scenes preparations, such as weather checks and carrying appropriate gear. Nick Phillips, communications director at Mountain Rescue England and Wales, echoed these concerns, stating that the increase in rescues is “by and large” linked to social media trends that encourage inexperienced hikers to venture out unprepared. He added that a significant portion of incidents last year occurred during peak months of May, June, and August, coinciding with warmer weather and increased outdoor activity inspired by online content.

Analysis of rescue callouts indicates that almost one in five involved searches for missing persons, while slips and trips accounted for nearly a quarter. Injuries frequently involved ankles, lower legs, and head trauma. Equipment failure contributed to around 10 percent of incidents, and adverse weather was a factor in 20 percent of cases.

While Thomas advocates investing in proper clothing—including waterproof and insulating layers—and urges followers to research gear carefully, affordability can be a barrier for some, leading her to recommend second-hand options. Other content creators, such as Rachel Keenan, an occupational therapist from northeast Scotland, highlight a different perspective. Keenan, who shares videos emphasizing the mental health benefits of hiking, acknowledged that safety information is often missing from such posts. She cautioned that her content, which avoids hazardous weather, does not reflect the risks associated with more challenging conditions common in Scottish hills.

Geographically, the Lake District emerged as the region with the highest number of rescues across England and Wales, recording around 900 callouts concentrated in Langdale and Wasdale. In Scotland, key hotspots included Ben Nevis and the Cuillin range on the Isle of Skye, with a total of 798 incidents last year. At a more local level, Llanberis on Snowdon was the single busiest location, reporting 360 mountain rescues.

The surge in hiking’s popularity is evident on social media platforms, where searches related to UK hiking increased by 27 percent over three months. The Lake District and Snowdonia saw respective rises in interest of 40 percent and 28 percent. In response, rescue organizations are implementing measures aimed at improving safety for less experienced hikers. Working with the Ordnance Survey, Mountain Rescue England and Wales plans to introduce new signage across common routes in the Lake District, Peak District, and Wales. These signs will feature QR codes enabling hikers to download detailed maps of their routes onto mobile devices.

Phillips emphasized that while the growing demand on mountain rescue services presents challenges, the intent is not to deter people from exploring the outdoors or to limit passionate influencers who inspire others. Rather, the focus is on equipping young adventurers with the knowledge and tools necessary to navigate the mountains safely.