So in Proteus I can setup a circuit and simulate the design including LCD component simulation. LCD panels (say 2x20) are emulated, as in the the component can be dropped onto the schematic; the LCD is modelled - i.e. powerup (blue backlight) and text sent to the display appears on the component during simulation.

Can this be achieved with Altium Designer , OrCAD or any other suite, and if so, how ?

 

Answered my own question:
https://designcontent.live.altium.com/NanoBoardExampleDetail/NB1_LCD