Mountain rescue teams in Wales warn that viral TikTok and Instagram clips often show scenic routes without the risks involved, contributing to a surge in unprepared visitors. MREW reports an 89% rise in rescues of 18–24 year‑olds from 2019 to 2024. Llanberis, Ogwen, Brecon and Central & Brecon teams all report sharply increased call‑outs and growing volunteer burnout. Rescuers are calling for better safety messaging on social media and discussions about long‑term funding and support.
Mountain Rescuers Warn TikTok and Instagram Are Sending Unprepared Hikers Into Welsh Mountains
Social media can influence people to go into the mountains unprepared, rescuers warn [Getty Images]
Mountain rescue coordinators say short clips on TikTok and Instagram that celebrate scenic routes are encouraging people to visit wild places without understanding the risks. Volunteers warn too many visitors arrive without experience, suitable kit or awareness of how quickly conditions can turn dangerous.
Mountain rescue teams across Wales are facing increased demand [Llanberis MRT]
Rising Call-Outs and Young People at Risk
Mountain Rescue England and Wales (MREW) recorded a sharp rise in incidents involving 18–24 year‑olds, reporting 314 rescues in 2024 — an 89% increase from 166 in 2019. MREW says social media has amplified the appeal of beauty spots worldwide, including Welsh peaks such as Yr Wyddfa (Snowdon) and Pen y Fan, but platforms often omit the practicalities and hazards of reaching them.
Volunteer Tom Carrick says some team members are facing "burnout" [Llanberis MRT]
Pressure on Welsh Teams
Llanberis Mountain Rescue Team (LMRT), Wales' busiest unit, reported its highest monthly total in August with 59 call‑outs — about two a day. LMRT has attended 359 rescues so far this year and expects to reach roughly 450 by year‑end, compared with 147 call‑outs for all of 2020. The team says the increase is not solely due to warm weather but also to a rise in inexperienced walkers attempting exposed routes.
Mountain rescue teams have reported a steady rise in call outs since 2020 [Llanberis MRT]
"Too many people influenced by these posts are ending up in the mountains unprepared," said Nick Phillips of MREW.
"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?" said LMRT volunteer Tom Carrick.
Other Welsh teams report similar increases: Brecon Mountain Rescue had 70 call‑outs in 2020 and has already recorded 80 this year; Ogwen Mountain Rescue (which serves Eryri/Snowdonia) had 107 in 2020 and is projected to exceed 200 this year; Central & Brecon Mountain Rescue (CBMRT) had 89 calls in 2020 and could also reach about 200 this year.
Caradoc Jones says social media needs to reflect the "realities of mountaineering" [BBC]
Calls For Culture Change And Sustainable Support
MREW is working to promote a culture change by engaging ambassadors — including TV explorer Ben Fogle — and reaching out to influencers to improve safety messaging. Caradoc Jones, the first Welshman to summit Everest (1995), welcomed wider interest in the hills but urged social media to reflect the realities of mountaineering and suggested exploring government funding for rescue services rather than relying largely on donations.
The Welsh Government thanked volunteers and said it recognises the voluntary sector's role in public services. Officials are engaging with mountain rescue teams to discuss support.
Practical Advice For Hikers
Rescuers urge hikers to: check weather and route information before setting out, carry appropriate clothing and navigation tools, be honest about skills and fitness, and avoid attempting exposed scrambles based solely on photos or short videos. What looks straightforward in a clip can be daunting and dangerous in cloud, rain or high winds.
Volunteers say that rising call‑outs and signs of burnout underline the need for better public awareness and planning to ensure mountain rescue services remain sustainable as demand increases.
Help us improve.
