Costa Adeje is the nicest part to stay for most visitors. It has the best balance of warm weather, decent beaches, comfortable hotels, and easy access to food and shops.
It also feels a bit more settled than the party strips next door. If you want a smoother holiday with less noise, this is usually the safest pick. Families, couples, and older visitors often end up here for that reason.
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It is not the only good area, but it is the easiest all round answer.