Although we often think of burning as bad and tanning as good, tanning is nonetheless still actually a symptom of your skin being damaged by the sun - it's just a symptom that looks better than burned skin, to the point that many people think it looks nice enough to be worth the cancer risk (and/or don't understand the risk when they decide to tan).
Australia does have the highest records of skin cancer diagnosis per capita though, and it has for some time. [1] The reason for it is for a few reasons.
A prevalance of outdoors focused lifestyles, exasperated by a higher amount of UV penetration to the ground due to proximity to the equator, and a much smaller/thinner O-zone layer than anywhere else in the world. This applies to both Australia and New Zealand btw.
Both due to the location, and man made causes (e.g., CFC's) [2]. Though fortunately, the O-zone layer is getting much better and quite quickly. The article I linked states the ozone layer will be at pre-1980 levels by 2050. Taking this at face value without much scrutiny though.
Australian's statistically have fairer skin. I'm half Cypriot by mother's, Norweigan. I did not get my fathers complexion ;-).
Throw in the sheer number of people who travel here from places where the ozone is much stronger/better, means people enjoying our lifestyle without the same level of protection warranted. I thiink this risk is overstated though, I made the mistake of not using enough sunscrean or clothing once, and got the most hellish skin burn. You only ever make that mistake once.
[1] https://biologyinsights.com/which-country-has-the-highest-ra... [2] https://cyclimate.com/article/does-australia-have-an-ozone-l...
However, melanoma, the most dangerous form of skin cancer, also sometimes develops in areas hardly ever exposed to UV light. Like inside eyes, or in the groin. Melanocytes originate from the neural crest and are spread all over the body. Due to their ontogenetic origin (loose tissue association), melanoma is always bad news, while other forms of skin cancer hardly ever metastasize.
https://en.wikipedia.org/wiki/Sun_tanning
Personally, I use the UV index charts and avoid extremes, midday sun completely. I put on 50 SPF to my face and neck every time I leave the house. It's just routine. In winter I may skip it, because good sun screen is fucking expensive. Not so much about skin cancer, but rather skin aging. The face is always exposed. I am trying to get a little intentional sun exposure in spring after dark winter, slowly preparing my skin for summer and improving mood. However, I tan easily. If I had the skin type I, I would avoid the sun much more.
Did you notice how many people these days look younger? Even in their 30s? I think that's no smoking, intentional nutrition, exercise and sun screen (from childhood on).