It depends. Some people say I look better when I'm tanned, some others say that I look better when I'm not... so it really depends. I tend to be more attracted to guys who are not tanned and to very tanned girls
(I'd like to keep my orangeish August tan all year tho)
It can depend on the person, but from the photo in the OP he looks like he naturally has a bit of a tan, I wonder why they felt the need to tan him more?
Tanning makes many people more attractive, but it damages the skin. Also, if someone has light complexion and tans all the time, he/she is going to age faster.