Yorkshire firms must make the most of the “once-in-a-lifetime” chance to promote themselves and the region when the Tour de France comes to the county.

But companies have been warned that they must move fast to capitalise before the arrival on their doorstep of the world’s third-biggest sporting event.

Speaking at yesterday’s bustling Kirklees Business Conference, Dewsbury entrepreneur Zak Patel said he had already been approached by a marketing firm offering to promote his business in France in the run-up to the tour.

And he said: “An opportunity like this comes once in the lifetime of a business. Any proactive business seriously needs to take advantage. I see it as the perfect opportunity to ‘strut my stuff’.’’

Mr Patel who heads Talk Direct, one of the UK’s biggest independent mobile telecoms franchises, was joined by Tony Hallwood, development and marketing director at Leeds-Bradford Airport, for a question-and-answer session at the conference at the John Smith’s Stadium.

Mr Hallwood said the Tour, which will take in Huddersfield, on Sunday July 6, would put Yorkshire on the world stage, adding: “We should take full benefit from it.”

He said tourism body Welcome to Yorkshire, was promoting the region on the continent, adding: “We expect a lot more tourism visitors from Europe, but there are also a lot of business opportunities – and there has been less focus on that. Now we have just nine months to get our act together.”

The session focused on how Yorkshire – and the Leeds City Region, which includes Kirklees – could make its voice heard nationally and internationally as a place to do business.

Mr Hallwood said the region had “let itself down” in the past by failing to speak to government with a strong, unified voice and make a case for major investment.

He said Leeds-Bradford Airport was boosting the region’s economy by investing in its facilities and attracting more airlines to use it.

But he said: “We need someone with a strong voice to make people around the world aware of what Yorkshire has to offer. Individual businesses have done a fantastic job in overseas markets, but we need to act together.”

Hundreds of delegates attended the conference – staged as part of Kirklees Business Week – which included seminars, networking and an exhibition featuring more than 50 organisations.

Among those exhibiting, Chapel Hill-based recruitment firm Stafflex, reported several strong leads from businesses gearing up to take advantage of what they see as an improving economic climate.

Maggie Netherwood, of Stafflex, said: “There has been a lot of interest in apprenticeships. Manufacturing companies in textiles and engineering are looking for skilled and semi-skilled workers.

“On the commercial side, we are seeing a lot more permanent vacancies coming up. A lot of temporary staff are moving onto a permanent basis.”