These quotes from the article you have linked ItIsWhatItIsInnit jumped out at me:
“The results in no way suggest that people should stop using sunscreen to protect against the sun’s harmful ultraviolet (UV) rays, researchers said.”
And
“However, the Personal Care Products Council trade association pointed out limitations of the study and expressed concern that it may confuse consumers.
Sunscreens in the study were used at “twice the amount that would be applied in what the scientific community considers real-world conditions,” said Alexandra Kowcz, the group’s chief scientist.”
I haven’t had a chance to read the study this article is based on, but it sounds like a very small study population and the conclusion doesn’t seem to be stop using suncream, it’s that more research may be needed. It seems to me that this is a prime example of details from a study being taken out of context and twisted to make a sensationalist headline.
hot countries like the Mediterranean have lower rates of it than countries that get less sun
Correlation =/= causation
That could be explained for example by the fact that populations in countries with less sun will generally have lighter skin which tends burns more easily than people in countries that get more sun.
As for rates of skin cancer going up, this is very complex, but reasons for this include that there is much greater detection of skin cancer now than there would have been 50 or more years ago. People go to the doctors with their concerns, rather than resigning themselves to living with it.
We also travel a lot more than we did in the past, which increases your sun exposure.
Importantly people are also living longer, so in the past people who would have developed skin cancer due to sun damage in their youth died of other causes before they had a chance to develop it. These are all just off the top of my head, there are undoubtably many more factors at play here, but essentially these things are never black and white. Everyone is obviously free to wear suncream or not wear suncream or slather themselves in coconut oil and roast like a turkey but the overwhelming amount of evidence we have now is that suncream prevents skin cancer.