You could implement the web-friendly text for a direction within the enum as a field:
<%@ page import="com.example.Direction" %>
...
Direction is <%=foo.direction.getFriendlyName()%>
<% if (foo.direction == Direction.ASC) { %>
That means you're going to heaven!
<% } %>
but that mixes the view and the model, although for simple uses it can be view-independent ("Ascending", "Descending", etc).
Unless you don't like putting straight Java into your JSP pages, even when used for basic things like comparisons.