i don't necessarily agree with tanning at salons/often in the sun. i think it's harmful and there is nothing wrong with being your natural, god given skin color.
personally, i don't want to have wrinkles on my skin and face when i am older. my mother is nearing 60 years old and she still doesn't have a single wrinkle anywhere. i'd like to keep looking young myself! i will tan if i am at the beach, but i don't go with the intention of tanning -- it is to play in the water and play sports on the beach.
i hate the leathery, old look of tanning too much. i guess moderation is key.

it's hard to think long term when we are all so young and we think we are invincible.