Elderly vacationers who've booked cheap holiday travel to tropical destinations over the years may be getting more than they bargained for, researchers say; they may be flirting with skin cancer.

Retirees are seven times as likely to get skin cancer today than they were in the 1970s, says the group Cancer Research UK, which puts the blame for the rise on the availability of inexpensive package vacations combined with a growing desire to present an attractive, tanned appearance.

Around 5,700 retirees in the United Kingdom are diagnosed annually with melanoma, the most serious form of skin cancer, compared with only around 600 cases a year in the 1970s, the group says.

Sue Deans, 69, is one of those who's been diagnosed with melanoma — in her case, twice, once in 2000 and again in 2007.

"I was part of the generation where package holidays became affordable and you could go abroad nearly every year," says the retired schoolteacher. "I don't think there was much understanding at the time about the impact that too much sun can have on your risk of getting skin cancer."

While she loved being in the sun, she experienced a significant amount of sunburn on those vacations over the years, she says.

Both her diagnosed instances of melanoma were successfully treated, she says, but she remains watchful for anything that might require examination by a doctor.

In all age groups in the United Kingddom, more than 13,000 people are diagnosed with melanoma each year, and around 2,100 deaths are attributed to it annually, Cancer Research UK says.

Suffering sunburn just every other year can increase the risk of developing malignant melanoma threefold, the group says.

"Many cases of malignant melanoma, the most serious form of skin cancer, are preventable by taking precautions in the sun and making sure you don't burn," says Dr. Julie Sharp, the group's head of health information.

"Sun damage accumulates over time so avoiding sunburn — and sunbeds — is key, as well as getting to know your skin type so you don't overdo it on the beach or even in the garden," she says. "You can burn at home just as easily as you can on holiday, so remember to spend time in the shade, wear a T-shirt and a hat to protect your skin and regularly apply sunscreen that is at least Factor 15 and has four stars. Swapping bad sun habits for good ones could save your life."

Experts suggest keeping a close eye on the condition of your skin and seeking medical opinion if changes in moles or any area of the skin are seen.

Deans says she seconds that caution.

"I've always been quite body aware so my cancer was spotted early," the retired teacher says. "I had successful surgery and have been healthy since — but I'm always vigilant in keeping an eye out for anything unusual or persistent that might need to be checked."

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