Desire for tan strongest in Wolverhampton

Wolverhampton has topped a poll of UK cities that most love a tan, conducted by Virgin Holidays as part of a new campaign to promote safer tanning.

Some 75% of respondents in the West Midlands city said having a tan lifts their moods. They were followed by the people of Aberdeen, who came in second with 67% of respondents admitting a tan made them feel better.

Cardiff came in third place with 66%, followed by Manchester, London, Birmingham, Glasgow, Newcastle and Bristol. Liverpool came in tenth place in the poll of 2,000 people across the country.

The study was carried out by the travel agent as part of its “Tanuary” campaign, which promotes holidays to sunnier climes, however it indicates the strength of the market for sunless tanning treatments in the winter months.