I live in a very sunny desert area and it's kind of funny when people assume people from here would be "more tanned". We stay in the shade, the sun will kill you! Anyone working outside is wearing wide brimmed hats and typically has all of their skin covered with clothing even in the heat, people typically have their faces covered with cloth as well.
Spending time outside with minimal clothing in direct midday sun is a modern weird behavior.
I'm find myself aghast when I travel to different environments and observe people laying in direct sun almost naked. Not that I think they shouldn't, it's just such a stark contrast to my norm. I'll end up with a painful sunburn if I venture outside uncovered for more than 10 minutes at home.
The way western culture glorifies direct exposure to the sun is always hilarious to me, everyone lining up to burn their skin for hours on end to "catch up" on sunlight exposure. Instead of just playing an outdoor sport under some trees or being outdoors in the morning/evening when sunlight is a lot less potent and weather is a lot more pleasant.