A new survey shows that one-in-three pubs in rural areas across the country have reduced their week day opening hours in the last year.

Research conducted by AIB, in conjunction with the Vintners Federation of Ireland and the Licenced Vintners Association, found that half of all Irish publicans have experienced a fall in turnover in the past 12 months particularly in rural areas.

However, in Dublin the pub sector has benefited from an increase in overall tourist numbers.

One-in-four Dublin and urban-based pubs have seen an increase in their tourism numbers in the last year.

The report shows that publicans are more optimistic about their own business than they are about the industry in general. Almost half of publicans are optimistic that their own business be better in next three years compared to 37% stating that it will take five years for industry to recover.

According to the research, the customer population is ageing with only a third of pub customers under 30 years of age, while 43% of publicans are not proactively targeting the under 30s market.

It also says that customer behaviour has changed, with 71% of those surveyed arriving to the pub later and staying in the pub for a shorter time.

The report says the impact of access to cheaper alcohol in the on-trade business has resulted "in increased levels of drinking at home", with almost four out of five publicans believing their customers are having drinks before they come to the pub.

The top concern facing publicans is local authority rates, followed by access to cheap alcohol in supermarkets and wage costs.

The Chief Executive of the Licenced Vintners Association is Donall O'Keeffe. He has been looking at the division between rural and urban areas.