They're mostly a Chinese/Japanese/Korean thing, I think. Quite apart from the universal worries about skin cancer and wrinkles, staying pale has always been a major part of East Asian beauty standards. If I were swimming outdoors in Australia I'd want one, I think. The sun there is very fierce.

I will never forget an elderly Chinese lady of my acquaintance (from Malaysia) saying sniffily, "Tanning is the process by which skin is turned into leather!"