Social media has rapidly changed the way we experience, choose, and share adventures. Places that were once known only to experienced mountaineers can become highly sought-after destinations almost overnight, while achievements that once required years of experience can turn into “bucket list” goals. This presentation will explore the influence of social media and influencers on the development of adventure tourism and mountaineering. Where is the line between social media inspiring people to pursue outdoor activities and adventure, and creating an unrealistic picture of conditions, ability, and risk?