Due to there location, several thousand miles from the European mainland and the balance of resident and tourist population, the islands of the Canaries rarely benefit from visiting pop stars and celebrity performers. Premier music concerts featuring big stars are few and far between on the islands. In the past performers like Rod Stewart, Gloria Estefan and Elton John have all played on Tenerife. Even Michael Jackson included Tenerife in his "Dangerous" tour during 1993, when 45,000 people watched him on stage in Santa Cruz de Tenerife.

2010 however has already got off to a promising start with several huge concerts planned for Tenerife. Whitney Houston is set to play an outdoor concert at the Costa Adeje Golf Course on 30th April. The concert date is scheduled to fit between performannces in London and Milan. Earlier in march rapper 50 Cent is scheduled to perform on 27th March, also in Tenerife.

There were also rumours that Grammy Award winner Alicia Keys was in negotiations to perform in Tenerife during 2008, but that concert never took place. Another failed concert promotion was a suggested joint performance by ex Queen guitarist and electro-pop legend Jean Michel Jarre, who was asked by May in 2008 to perform in Tenerife to celebrate the International Year of Astronomy. That would have been something special, given the island's associated with astronomy, but unfortunately the event didn't happen. One issue is the lack of large venues on Tenerife, with most of the big events of the past having to take place outdoors.