New Zealand may top the world in melanoma rates, but experts believe the epidemic may have peaked.

New data from the New Zealand Melanoma Unit shows rates of skin cancer here are now higher than in Australia.

Melanoma surgeon Richard Martin says rates have increased exponentially over the past 30 years, but have levelled off recently.

He says the SunSmart campaign may have had some effect, with people changing their sun-seeking behaviour, but there are still some who recreationally tan.

Martin says tanning is equivalent to smoking in terms of the damage it causes.