In my experience the sun down here in Australia and especially New Zealand is like living in a microwave oven some days.
The local weather reports include a burn time that is usually around 10 - 15 mins in summer. This is the time it would take a person of average
complexion to develop sunburn without any protection. SPF50 sunscreen is the most commonly used type of protection. Anything less and you can get
burned easily.
Compare this to the northern hemisphere, which I would describe as being a very much softer, muted sunlight. I could stay out all day in the
northern hemisphere and not get the slightest bit of sun burn.
Maybe the conditions way up in the atmosphere have changed slightly and now the UV levels are increasing?
This link will explain more. Unfortunately there is no real worldwide measurement of UV levels, as each country can use a different scale and
interpret the data in a different way.
Changes in Stratospheric Ozone Concentrations and Solar UV Levels
Just remember to Slip, Slop, Slap!
(slip on a t shirt, slap on some sunscreen and slap on a hat - sorry that was drilled into us at school!)