Volunteer mountain rescue crews in north Wales are being stretched to breaking point by increased callouts, police say.

Mountain rescue crews said this year has already seen “unprecedented demand”, and two deaths in just 10 days.

Friends of 28-year-old Maria Eftimova, who died last weekend, have thanked the mountain rescue crews who tried to save her.

Officers say social media apps – such as TikTok and Instagram – are responsible for greater numbers of people walking in the mountains and on the coast.

University student Ms Eftimova, originally from Bulgaria, was an experienced walker who was well equipped, and walking with a group.

She fell around 65ft (19.8m) while ascending the north ridge of Tryfan on 22 February.

Her best friend Megan Griffiths said: “Maria was a one-of-a-kind person who lived life to the fullest – not only adventurous and free-spirited, but also incredibly kind, intelligent, and selfless.

“We are so thankful to Maria’s friends, crew, and the Ogwen Valley Mountain Rescue team for their efforts to save her.”

It was just one of several emergency calls made from the mountains and coast of north Wales over the past fortnight.

North Wales Police said the number of calls made to mountain rescue in the past two weekends has been “almost unprecedented,” and the popularity of the area on TikTok and Instagram is partly to blame.

Chief Superintendent Owain Llewellyn said: “What we’re seeing is a dramatic increase in pictures and video of the area appearing on social media, often posted by influencers.

“Some of the footage they’re sharing is absolutely stunning. It really highlights what Eryri has got to offer, but unfortunately some of that footage is taken on a good day when it hasn’t rained.

“Then we see visitors coming here, and on the day they arrive, the weather conditions aren’t quite as nice when they get out the car – and they don’t always understand that conditions up in the mountains can be even worse.”

It means the volunteers who make up the mountain rescue crews in north Wales are being called out more frequently.

Last year, the Llanberis Mountain Rescue Team alone was called out 320 times, including on Christmas Day.

Dr Emma Edwards-Jones is from the Adventure Smart strategy, which is working to improve safety in the mountains.

She said: “a lot of callouts now are what we would term ‘avoidable incidents’ – if people had a little bit more knowledge and skills, or done a little bit more preparation, they might not have ended up getting into trouble.

“If you’re having to phone 999, it’s a voluntary rescue team that’s having to come and get you.

“They want to go and help people who are equally enthusiastic about the outdoors as they are.

“But there is no doubt that the increased pressure from people who are not prepared is putting an immense strain on them and we also need to remember that these volunteers put themselves in danger to rescue others.”