The top of the world for the wrong reasons - New Zealand has the highest per capita rate of melanoma skin cancer in the world.

Approximately 4000 people will be diagnosed with the melanoma this year, and 300 will die from it.

The Skin Institute said the 'she'll be right attitude' many Kiwis' have towards the sun can prove to be harmful.

Dr Rajan Patel of the Institute said the majority of people know someone who's had melanoma or a skin cancer.

"So there's no doubt that people, particularly in New Zeland, are aware of this. But I think there absolutely has to be more vigilance, more widespread education.

He said many Kiwis aren't very careful, despite knowing the dangers of the sun.

"She'll be right, that attitude is typical of particularly men. I've heard that from some of my patients which is a shame because a lot of them are now suffering with skin cancers, melanoma."