The cheap package holiday boom of the 1960s and 70s means pensioners are now seven times more likely to develop the deadliest form of skin cancer.
New figures from Cancer Research UK show that men aged 65 and over are 10 times more likely to be diagnosed with malignant melanoma than their parents' generation.
Older women are around five times more likely to develop the disease.
Each year, some 5,700 pensioners are now diagnosed with melanoma each year in the UK compared with 600 in the mid-1970s.
Age is a big risk for melanoma, but the increase is blamed on package holidays which became popular in the 1960s.
Getting sunburnt once every two years can triple a person's risk of developing the disease.
Professor Richard Marais, Cancer Research UK's skin cancer expert based in Manchester, said: "It's important for people to keep an eye on their skin and seek medical opinion if they see any changes to their moles, or even to normal areas of skin.
"Melanoma is often detected on men's backs and women's legs but can appear on any part of the body."
Malignant melanoma is the country's fifth most common cancer overall and the second most common cancer in young adults aged 15 to 34.
Each year, 2,100 Britons die from the disease.
Dr Julie Sharp, Cancer Research UK's head of health information, said: "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."
Retired teacher Sue Deans, 69, from Croydon, south London, was diagnosed with malignant melanoma in 2000 after having a mole removed.
She said: "I was part of the generation where package holidays became affordable and you could go abroad nearly every year.
"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."
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