Air flows from outside to inside.

The grille at the back of the hood where the hood and windshield meet is
where the air enters the ventilation system. Knowing where the air goes in
and comes out will help you orientate the filter. On the other hand, on my
cars with a cabin air filter, the filter only fits one way, which makes this
question answer itself.

I don't know the answer to your question, but the easy way to tell is to put
the fan on high with the system set on recirculate, and stick a piece of
paper into the air filter opening and see which way it blows.