For most people, hobbies are enough to keep life exciting. But for Captain Joy Roa, horses and motorcycles were just the beginning. His spirit constantly searched for something faster, riskier, and more adventurous—something that could take him beyond the limits of the ground. That restless energy eventually led him to the skies, where he built an aviation empire, became a fixture on television, and inspired a generation of Filipinos to dream bigger.
“I would easily get bored with hobbies and I always looked for something more exciting,” Roa recalled. “It was horses first, then motorcycles, and I just needed something more challenging and exciting—something faster and not limited to the ground.”
Even as a student, his bold personality showed through. He still remembers the day a high school teacher scolded him for not taking his studies seriously. “My teacher said that if I cannot take my studies seriously, I should get out of the school,” Roa said. “I mentioned to him that if I do that, I will join the air force and fly a jet and start shooting the Physics department in Ateneo with a machine gun. Up to today my classmates then are teasing me if I have done what I mentioned to my teacher since they know I am flying.”
What started as a rebellious remark turned prophetic: Roa did become a pilot, but instead of shooting down classrooms, he built one of the Philippines’ most influential aviation brands.
Lessons From the Cockpit
Like many dreamers, Roa initially thought passion would be enough. But pilot training quickly proved otherwise. “Taking my pilot written exams was the first time I studied in my whole life,” he admitted. “I learned that there are no shortcuts in life after this. I decided that I should study everything that I get into and be the best of what I have decided to do.”
That commitment to discipline would become a guiding principle, not only in flying but also in business. It transformed a restless teenager into an entrepreneur willing to put in the hard work necessary to succeed.
A Walk on Daytona Beach
Roa’s first big business idea came not from a boardroom but from a walk on a Florida beach. After a frustrating interview at Embry-Riddle University, where he planned to pursue a master’s degree in aviation management, he stepped outside to clear his head.
“I was not happy with her questioning and the interview. Feeling frustrated and upset I decided to walk in the beach at Daytona,” he said.
Then it happened: an airplane towing an advertising banner flew by. “I saw an airplane towing an advertising banner. I said to myself that I will introduce banner towing at home instead of going back to school.”
He returned to the Philippines and launched Air Ads Inc. in 1982. At first, it was a hit. “It was a challenge to sell advertising but the concept was new and I was successful in marketing a new medium of advertising,” Roa said.
But the timing wasn’t on his side. The peso-dollar exchange rate was volatile, businesses prioritized survival over ads, and political upheaval gripped the country. “No one wanted to advertise and I had no choice except to sell my airplane,” he recalled.
Turning Setbacks Into Opportunity
Instead of retreating, Roa flipped the situation. “I was able to sell my plane for a profit after using and earning from it. I made my profit because of the dollar exchange rate. It was the same value in dollars but double in pesos.”
Rather than pocket the money, he reinvested. “I decided to invest the money in airplanes. I was able to buy two and money to spare to refurbish and make them look good and sellable to overseas aviation enthusiast,” he said.
The refurbishing business led to parts supply. “When refurbishing these planes, I was able to meet suppliers of parts and when my local friends needed parts, they would always ask me where to buy. I said I can have it sent to Manila and this is how the parts business started.”
When the refurbished aircraft didn’t sell, he pivoted again. “I rented them out to cover for their insurance expenses and this started my charter business.”
Scaling Up to Full Aviation Services
Moving from banner towing to full-scale aircraft management was a massive leap. It meant more responsibility, more systems, and less personal freedom.
“With banner towing, you are the only pilot and only responsible for the people on the ground,” Roa explained. “With aircraft management, one has to plan ahead. You are now responsible for the other pilots, the mechanics, the planning of maintenance, the buying of parts, customs clearing. We also have to think of the passengers’ safety, training and re-currency of both flight and maintenance crew.”
The challenges extended to finances, compliance, and endless coordination. “Accounting for all the expenses and making sure all the nav fees, landing fees, subscription to maintenance manuals, payment of engine and APU plans are updated, Jeppesen and other navigational subscriptions are up to date,” he said. “I never get to walk away from the office.”
From Runways to Television
In 2005, Roa expanded his reach through media. He launched Asian Air Safari, a travel and aviation TV program that showcased not just flying but also global culture.
“Travel is the natural result of aviation. I wanted to share the charmed life I was able to enjoy because of aviation,” he said. “I did not just want to focus on aviation since it might look too technical and not too many people will appreciate and enjoy it. However, if I combine both, I am able to keep the viewers’ attention.”
The show quickly gained traction across the Philippines and abroad. It was advocacy as much as entertainment. “If I share how convenient and exciting aviation is in all other countries, our government will hopefully realize that they are making a big mistake by making aviation too difficult here in the Philippines,” Roa said.
Still, hosting was harder than flying. “Being a pilot will always be easier than a TV host. I had a very difficult time first trying to memorize spiels given and I get too conscious speaking in front of the camera,” he admitted. His solution was to make it personal: “In my mind, I always try to think that I am just explaining things to a friend. A place I visit often and a plane I fly regularly.”
Building Asian Air Safari
By 2014, the company rebranded. “The change in name help represent what we were actually doing and it was a better match. We have since then given up aerial advertising with the exception of the balloons.”
Today, Asian Air Safari manages aircraft, handles ground operations, runs charters, and produces films. Roa credits his longevity to experience and people. “To maintain operational excellence, I have learned that you will always need the proper equipment and tools, employ or partner with the right people who have the same visions, aspirations, and sincerely love the products and services that we offer. We realized that everyday is a new learning experience.”
Money, Risk, and Leadership
Financing aviation required creativity and discipline. “Yes, my initial capital was the proceeds of my graduation gift car that my dad gave me. I decided to sell and buy myself an airplane to start the business,” Roa said.
There were tough times, but he leaned on family support responsibly. “There was a time that my parents lent me the title of one of our properties to help me finance expansion and fortunately, I was never default in payments and have been able to fully pay them and the bank back.”
His strategy for survival? “By doing conservative investments and by trusting my gut feel,” he explained.
Equally important has been his leadership approach. “I have always treated everyone as family teaching them to deal with everyone including ourselves with sincerity and humility. Selflessness instead of selfishness.”
When hiring, he looks for values first. “Always looking for the most intelligent applicants, well mannered, with good family backgrounds and are eager to work and contribute to the team. Someone with a passion for aviation or filming.”
Legacy and the Next Generation
Roa continues to expand, building a new hangar in Cebu and considering a paint booth in Mactan. But he’s also looking back at a career full of memories. “There were simply too many that I decided to put them all together in a book—before my memory started fading away!” he said.
His philosophy blends adventure with imagination. “A passion for adventure allows you to keep exploring and experimenting on possibilities, and a passion for storytelling lets you keep your imagination alive and running, dreaming up crazy ideas and being able let your team and your clients trust you with your vision.”
For his children and future entrepreneurs, he leaves a simple framework: “I always tell my kids about the four phases of flight, that correspond to the four stages of life… Pre-flight planning, Take-off, Cruise, and Descent and Landing.”
At the heart of it all, his motivation is family. “Change is inevitable, and what keeps me going is being able to give my two boys who are now in the industry, a rock solid foundation on which they can build their own flying dreams upon.”
Final Approach
From a restless teenager bored with hobbies to a pilot, entrepreneur, and storyteller, Joy Roa has lived a life defined by risk, resilience, and reinvention. His story proves that passion alone is never enough—discipline, adaptability, and values must also take flight.
And just like every journey in the sky, his life carries lessons for those still on the runway: dream boldly, prepare carefully, and when turbulence comes, keep flying.
