A lot of people would say the north west and the mountain areas, especially places with sea views and dramatic cliffs. Masca, Icod de los Vinos, and the road around Anaga have a very different feel from the resort zones.
The south is easier for beaches, but the north has more character and scenery. If you mean prettiest for a holiday base, Puerto de la Cruz is often the favourite because it feels less built up.
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If you mean prettiest for views, the mountain villages and coastline win.
