The Hidden Costs of Likes: How Social Media Is Hurting Hiking and Mountaineering
By Mark Lane, Founder, Ocio Montana
Social media has changed the way we explore the outdoors. Platforms like Instagram and TikTok have introduced millions of people to breathtaking landscapes, unseen trails, and remote summits. That can be a good thing — inspiration gets people moving, reduces screen addiction, and creates community. However, the flip side is increasingly hard to ignore: as digital content drives attention to wild places, it also drives behaviour that puts people — and the environment — at risk.
From Inspiration to Ill-Prepared Adventures
One of the most visible negative trends linked to social media is the rise of unprepared hikers and climbers attempting trips beyond their skill level. Mountain rescue organisations across Europe have explicitly connected this trend to content posted online. In the UK and Wales, mountain rescue callouts reached record levels in 2024, with teams being dispatched every single day for the first time, a surge attributed in part to the popularity of “honeypot” locations showcased on social media. Young people — particularly those aged 18–24 — have seen their rescue numbers nearly double in recent years, a pattern analysts and rescue leaders linked with following viral routes without adequate preparation or understanding of terrain.
In France, mountain rescuers have raised similar concerns. Crews in the Alpes de Grenoble report an increasing number of hikers setting off “on a whim” after seeing scenic routes online, often without essential gear or local route knowledge.
Rescues and Emergencies: The Real-World Toll
It’s not just statistics — there are real incidents with serious consequences. In Vermont, USA, Stowe Mountain Rescue recently responded to a call from two 19-year-olds who became lost on Mount Mansfield after being influenced by a TikTok video of backcountry skiing. Neither had the equipment nor navigation skills for the conditions they found themselves in, necessitating a risky rescue operation.
Similarly, in north Wales, busy teams such as the Llanberis Mountain Rescue Team have reported multiple rescues of young hikers caught out on exposed terrain like the Crib Goch ridge — a challenging scramble — after attempting it because they’d seen it online. Weather changes and route technicality quickly turned these viral adventures into emergencies requiring full team deployments.
These missions strain volunteer rescue services. Many teams operate year-round with limited funding and rely on unpaid volunteers who balance their response duties with jobs and families. The cumulative cost, physical risk, and emotional toll of rescuing people who arrived in trouble because of hype-driven decisions are significant.
A Broader Cultural Shift
Beyond safety, social media is affecting how people view outdoor experiences. Trails once quiet are congested with visitors chasing the perfect photo rather than focusing on their surroundings or safety. Erosion, overcrowded car parks, and trail degradation follow, turning beloved landscapes into over-used attractions. Discussion among outdoor communities often laments this “Instagram tourism,” where the journey becomes secondary to posting the destination.
Turning the Trend Around
Social media isn’t inherently harmful — it’s a tool. But without contextual education on risk, preparation, and respect for nature, it encourages dangerous behaviour and places strain on both rescue services and fragile environments. Content creators, platforms, and outdoor communities have a responsibility to champion responsible adventure: promoting awareness of conditions, emphasising skills over aesthetics, and encouraging preparation as part of the narrative.
The outdoors should remain a place of challenge, personal growth, and connection — not a checklist for views or likes.
Published by Mark Lane, Ocio Montana.
