An increasing number of hikers are requiring rescue due to a lack of preparedness, with experienced rescuers pointing to social media platforms like TikTok for creating unrealistic expectations about outdoor adventures. These platforms often showcase stunning natural scenery and successful summit attempts, downplaying the inherent dangers and necessary preparation.
Recent incidents highlight the trend. In one case, two 20-year-old hikers from Michigan were stranded overnight on Mount Marcy, New York's highest peak, without adequate supplies. Rescuers found them the following morning. In August, four teenagers from New Jersey were rescued from New Hampshire's Franconia Ridge after starting a challenging hike late in the day without proper gear. Officials in New Hampshire stated these hikers would be billed for their rescue, with costs potentially ranging from $1,000 to $20,000.
Similar situations have occurred nationwide. Three novice hikers in California were rescued from Mount Shasta after using AI and online videos to plan their route, reportedly missing critical turnaround times and descending in darkness. New York State Forest Ranger Robert Dawson noted that many unprepared individuals are unaware of the hazards, leading to situations where they must call for help.
Dr. Christopher Van Tilburg, a physician and volunteer with Oregon's Hood River Crag Rats, an early search and rescue team, described rescuing a family whose trip was entirely planned via TikTok. They chose a more difficult trail, underestimated the distance, and did not carry enough water, leading to their need for assistance.
Rescue numbers have seen a significant increase. Van Tilburg's team, which previously handled about 10 missions annually, now responds to 50 to 60. New York State Forest Rangers reported 366 operations in 2025, a substantial rise from the low double digits in the early 2000s. While younger individuals are involved, data from the Mountain Rescue Association shows that 18- to 24-year-olds accounted for only 18% of incidents last year, with the remaining 82% involving individuals over 30.
The consequences of unpreparedness can range from heat illness and hypothermia to injury and disorientation. Rescuers often find hikers who have become lost after leaving marked trails in an attempt to find shortcuts. In one instance, visitors to Kaaterskill Falls in New York's Catskill Mountains were found attempting to descend an icy cascade in inadequate footwear, risking falls into the creek or off ledges.
Beyond the physical risks to unprepared hikers, these incidents also endanger rescuers. Summer Scheyer, Sheriff of Skamania County in Washington State, recounted a mission in snowy and rainy conditions where two rescuers nearly experienced hypothermia while extracting a hiker. Scheyer called the situation an "abhorrent waste of resources and a grossly dangerous mission that did not have to exist."
The surge in outdoor content online, with hashtags like "hiking" amassing millions of views on platforms like Instagram and TikTok, is seen as a primary driver. Experts argue that much of this content presents a romanticized and inaccurate portrayal of wilderness experiences. Grand Canyon educator Marjorie "Slim" Woodruff has criticized creators for depicting strenuous hikes like the 20-plus-mile Rim-to-Rim trek as simple walks.
Rescuers like Van Tilburg emphasize the importance of cross-referencing social media information with more reliable sources such as guidebooks and official park information. He advises hikers to treat social media posts as inspiration rather than definitive guides.
Essential preparedness includes carrying sufficient food, water, appropriate clothing, and potentially portable shelter. Fully charged phones with navigation apps, including downloaded maps for areas with poor reception, are also recommended. Ultimately, rescuers stress that no photograph or social media post is worth risking one's safety, and hikers should be willing to turn back if conditions become unfavorable.