Two walkers find themselves stranded on a remote hillside as night closes in, hundreds of miles from home, after being inspired out into the wilderness by a TikTok video. It might sound like an unusual emergency - but for Mike Park, CEO of Mountain Rescue England and Wales, it's become a familiar story. We had two people stuck on a hill at 8pm, no torches. One was in their early 20s and the other was late 30s. It was their first time on a hill. They'd travelled a long way because they'd seen a TikTok route. They set off on their walk at 2pm - too late - wearing shorts, T-shirts and carrying only a picnic, he recalls.

Park says this recent rescue, just a few days ago in the Lake District, is typical of the kind of callouts many colleagues now see. His rescue team were able to safely find the pair and walk them off the hill – but the incident perfectly captures some changing behaviours. Their situation was self-inflicted; they weren't prepared and got into trouble. Yet they were also quick to call for help when they knew something was wrong - a decision Park says saved them from far more severe consequences.

Over the past few years, mountain rescue teams report a stark rise in the number of people needing assistance, leading to an important debate on responsibility for safety in the mountains. Although the public finds immense pleasure and health benefits from outdoor adventures inspired by influencers, the increasing inexperience among new walkers adds pressure to rescue services.

Moreover, the arrival of young adventurers, heavily influenced by social media, has seen rescue operations double, revealing a pattern where the majority of those in need of help are not physically injured, but lack the experience or confidence to navigate safely.

Despite the surge in rescues, the willingness to take risks remains high. Expert opinions suggest the need for improved guidance and awareness. Even though climbing and mountain hiking can lead to rewarding experiences, the price of readiness for such risks must be acknowledged.

In summary, as social media continues to inspire new adventures, the challenge lies in balancing enjoyment with safety, ensuring those who seek nature's beauty remain informed, prepared, and responsible.