When public transport flights in Hot-air Balloons were being approved (late 80's) the baseline figure for risk used in the risk assesment was the risk of violent death in the UK - about 1 in a million per day. Taking a flight in a balloon gives a risk of death of about 1 per million flights - so doubling your risk of violent death for the day. I recall the risk of GA being a few times higher.
Violent death = car crash, falling down stairs etc etc
Dave