The charity Macmillan Cancer Support is warning that not enough women are using sun cream.
It said a survey had shown that nearly one in four planned not to use sun tan lotion when going on holiday later this year.
The charity said it found some people's attitudes to being sunburnt "very concerning".
The British Association of Dermatologists has also raised concerns that too many people are getting burnt.
The Macmillan poll of 1,500 women showed that 22% did not wear sun cream when on holiday in a hot country.
The charity said: "Of those who said they never wear sun tan lotion, when asked why, 24% say they don't sun burn, 14% think sun tan lotion is too expensive and 12% believe it doesn't work."
Carol Goodman, a Macmillan nurse, said: "As people are preparing to go abroad for their annual holiday, it is very concerning that nearly a quarter of British women are putting themselves at risk of skin cancer by not wearing any sun tan lotion abroad.
"Over two and a half thousand people die of skin cancer every year and so it is a real issue."
Figures from the British Association of Dermatologists showed 92% of people had been sunburnt at least once. One in three had been burnt more than ten times.
Stephen Jones, the president of the Association, said that everyone's skin was different.
"Not everyone's skin offers the same level of protection in the sun, which is why it's really important to get to know your own risk level - for example, people with pale skin who burn easily or those with a close family history of skin cancer are at greater risk of sun damage and need to take extra steps to protect themselves."
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