Young people are more at risk from the sun's harmful rays

The region has the highest rate of malignant melanoma in the UK.

Figures by Cancer Research show cases have increased by 29% in men and 14% in women over the past 10 years.

And a new survey has revealed about 50% of the population expects to get sun-burnt this summer - doubling the risk of skin cancer.

The coastline and outdoor lifestyle enjoyed by thousands of people in Devon and Cornwall could be one of the reasons more people are being diagnosed with melanomas.

Changing attitudes

Val Hoare, a dancer from Menheniot in Cornwall, said a tan was always important to her until she was diagnosed with skin cancer on her face last year.

It was not malignant, but the surgeon said it had to be removed.

"If it had stayed there it would have spread into my eye and the bones of my nose," she said.

"I was totally shocked. It was the cancer word - terrifying."

Dr Lesley Rhodes from Cancer Research UK said people's attitudes to sunbathing need to change.

Covering up with hats, T-shirts and sunglasses is recommended

She told BBC News: "Young people are particularly at risk because of their sun-bingeing on holidays.

"If we don't modify our behaviour the rates of malignant melanoma - the most fatal kind - will treble in the next 30 years.

Skin specialists say too many people mistakenly believe they can stay in the sun for longer if they use high-factor sun screens.

But significant skin damage can be caused, even if sun screens prevent burning.

Experts' advice include staying out of the sun between 1100 and 1500 BST, covering up with a T-shirt, wide-brimmed hat and sunglasses, using a high-factor sun screen and drinking plenty of non-alcoholic fluids.