You can choose to bake, and your skin will harden up and deal with it, but it will also cause long term leathery skin, which many find unattractive, and increased skin cancer risk.

Tho I agree with economist article, sun exposure is very good for you, just not high UV exposure.

I'd say more like comments here: it's not high UV, it's high delta between actual UV flux and what one's skin was expecting. So pace it, like you would do when first starting lifting weights. The final tolerance is suprisingly high.